Branding can only take you so far. It’s like having a beautiful exterior but a messy, cluttered interior (don’t look behind the curtain!). Sure, people might be attracted to your shiny logo and catchy tagline, but if they have a terrible experience with your company, they’re not going to stick around for long.
Don’t put all your eggs in your branding basket
Marketers, do you really know your ICP?
“We just don’t talk like that, Andi.” Those are the words of one of my first clients who often corrected the web or marketing copy I’d send over in very unexpected ways. She’d pick the strangest word choices and replace some of the most common phrases. She made it weird. 🤪 Why? 👉 Because her… Read more »
Marketers hold more cultural influence than they deserve
There is a very, very long history of racism, sexism, and general bad behavior in advertising. And let’s not get into body shaming and what we’ve done to erase anyone over size 2. Â
Agile is not an approach; it’s a mindset
The Sea Dragons team at Big Sea just finished a website design project with one of the original authors of the Agile manifesto, Alistair Cockburn. We’ve had a difficult time approaching traditional marketing-oriented websites from an Agile perspective. We just couldn’t get the iterations and sprints to line up with the very waterfall-esque nature of… Read more »
Standing Up and Standing Alone
I had a long conversation with my 9 year old daughter last weekend about how doing the right thing is often really difficult. About what being empathetic really means, about understanding why a friend might be teasing or ignoring you. About what they really might be feeling that’s causing their behavior. We talked about how… Read more »
Your brand doesn’t belong to you
The research I did for my Master’s degree focused exclusively on digital communication. Specifically, I studied how a company’s social media activity influenced brand perception. At that time, reviews and how information spread was all new and exciting. I did a comprehensive reviews of dozens of brands’ MySpace profiles (it was the social media platform de… Read more »