The December holidays are a time of wonder. The anticipation, the lights and the warmth of the season create a special magic we don’t see the rest of the year. It’s in the lights that decorate our homes, the Hanukkah candles flickering in the window, and the bright eyes of children peeking out from coats and scarves.
The holidays inspire a wide-eyed sense of wonder. Possibilities abound. Cynicism, callousness and gloom retreat. In spite of all the commercialization, the feelings in our hearts are simple and true. We only want to brighten the darkness, connect with others and believe that miracles can occur.
The feeling is appealing. Engaging. Captivating, even. It’s all the things we want in our marketing communications. This is a good time to reflect on how we can capture that magic and use it throughout the year.
It comes down to two words: authenticity and innocence. read more
How Marketing Can Save the Twinkie
Hostess Brands, maker of Twinkies, recently fell into bankruptcy for the second time since 2004. The company pinned its financial problems to legacy pension costs and a weak economy.
News media pointed the finger at changing consumer diets. I think an absent marketing strategy is partly to blame.
In today’s economy, it’s virtually impossible to run a business without some kind of marketing. This is especially true of consumer packaged goods (CPGs), whose marketing budgets often exceed 20 percent of sales revenue. read more