Context Isn’t Easy or: if you wouldn’t complain to your surgeon about taking her time, don’t complain to your design team

Products are more than they seem. This is true for both marketing and design. Many of us have largely been taught to focus on functional goals and actions, and to be fair there are many good reasons to understand functional needs. Unfortunately, the approach, which is rekindled every few years under a different guise (e.g. […]

Hunting and Design

I have hunted, but I am, truth be told, not a hunter. I am one of the millions of people who consumes meat without as much thought as it probably deserves and certainly less effort than it should entail. But I am also a former chef and having learned that trade well before I went […]

Ethnography, Training, and the Perils of Ethno-Lite

We have a vast spectrum of methodologies at our disposal these days, from attitudinal approaches through to behavioral. From big data to semiotics to ethnography. We also have a wide interpretation of what these terms mean. So let’s talk about ethnography briefly. What ethnography does, or should do, is uncover meaning and complexity through a […]

Talking Funny (Accents and Advertising)

As the world has changed, so has advertising. Promoting a product, service, idea, place-thing-to-be-sold-here isn’t just about promoting features and benefits, it is also about promoting a sense of meaning and identity. And much to my surprise, an aspect of this that too often overlooked is the importance of language. In a country there are […]

Big Data vs. Insights

Over the last 20 years and the emergence of digital as a central element behind marketing and advertising, the industry had gotten smarter and smarter, creating an expanded set of new metrics: dynamic segmentation modeling, click-through rate, impression share, engagement rates, share of voice, bounce rate, etc. Even with these, it is still very hard […]

AI Marketing: Can the Matrix Buy Milk?

AI is the continued topic of discussion in 2017 and will no doubt remain so for the foreseeable future. Enabling machines to learn, make decisions, and adapt to circumstances without input from people (rather than simply obeying pre-programmed instructions) is the reality of the post-modern world. And while it presents tremendous advantages to society and businesses, […]

Embracing the Whiteboard

Navigating nearly any company today means being well acquainted with whiteboards, sharpies, and post-it notes. But how they’re used differs from setting to settings. In most corporate environments, you rarely see them used as a tools for innovation. Whiteboards in conference rooms are often devoid of any meaningful content and those hanging in offices are typically […]

Planning Content

“Content” is one of the most talked-about industry buzzwords, but it tends to lack clear definition. To my mind, content is information and communication directed toward an end-user. Broad, yes, it speaks to the very point that content is simply about the transfer of information. Most people associate content with social media although it also […]

Ritual, Symbolism, and Building A Brand

In marketing and design, the tendency for most people given the task of figuring out how to engage more customers is to focus on the individual and his/her reaction and behavior at a fixed point in time. We gauge reactions to advertising via testing, track eye movement for a website, count impressions, and record how […]

Shaping Personal Identity through brands

It sometimes seems lost on people, but consumers have begun to face an important problem: the increased uncertainty about various product attributes. This arises from various asymmetric information consumers have access to, regarding a specific product. Consumers tend to asses certain product attributes in a holistically manner rather than a case by case basis – […]