Gym Culture Branding

While I’m not as disciplined as I should be, I am an avid gym goer (it serves as a marvelous counterpoint to my many vices). I am far from alone. According to the International Health, Racquet & Sportsclub Association (IHRSA), health club industry revenue topped $90 million last year. Today, 70+ million people worldwide are members […]

Forgotten Audiences: Women, Mobile, and Gaming

You can find any number of articles online that will trumpet the news that nearly half of the world’s gamers are female. But what does that figure really tell us? What the data often miss is that this side of the gaming world skews considerably older than the male equivalent; the average woman playing video games […]

When Big Data Nearly Killed the Black Forest

In every aspect of business right now, companies collect data until they see a pattern that appears statistically significant, and then they use that tightly selected data to drive decisions. The problem is, we assume that the data has merit, that it is objective, and that it holds the answers that will change the way […]

Retail IS Marketing

We’ve been hearing about the eminent death of brick and mortar retail for a very long time. And while the industry continues to be squeezed as more people shift their buying habits online, retail is far from dead. It does, however, need to evolve and think about how it can remain culturally relevant. A lot’s […]

Retail Behavioral Economics

Agencies have been applying behavioral economics, sometimes knowingly, sometimes not, for years. But as a formalized discipline, behavioral economics is a relatively new school of thought at the intersection of economics and psychology (when compared against economics as a whole).  At its core is a simple principle: human beings are predictably irrational. The discipline has […]

The Return of Tabletop RPGs: Musings from GenCon and the Branding of Inclusion

Growing a Belief Gaming is not going anywhere, but the business does need to grow. Even with the successes and growth of RPGs in recent years, there is always a need to secure old fans and new fans alike. As the industry matures, the established brand names wield the power to influence, build, and shape […]