consumer

Q&A: The Search for the Next Big Thing

Martin Lindstrom has seen human tendencies close up and devoted countless hours to studying them. What he has discovered is that our desires manifest themselves in hundreds of ways each day, from the computer passwords we choose, to where we place refrigerator magnets, and the way in which we take selfies or use emojis. In his book, “Small Data: The Tiny Clues That Uncover Huge Trends,” the bestselling author and noted branding expert reveals how these intricate pieces of information can decipher what reams of big data cannot – how unmet human desires can unlock the next brand breakthrough. The man who Time Magazine once listed as one of the “Top 100 Most Influential People in the World” has been called a modern day Sherlock Holmes. We sat down with him to get his take what today’s consumers are really looking for.

Intimacy Doesn't Scale

Intimacy Doesn't Scale

In his alter ego as The Workplace Therapist, Brandon Smith has had more than his fair share of conversations about the interactions people have with each other – both internally and externally. The challenge is what Smith calls the “curse of the choice.” Technology has provided access to many products and options, leading consumers to seek brands and people they like and trust. “We want and need trusted advisors in our lives.”

Touchy, Feely

by Charles D. Lunan

Ever notice how people express their experience through touch? They’ll say they’ve had “a rough day” or received “a lukewarm reception” or encountered a “sticky situation.” Or maybe their day went “as smooth as silk.” Given the human brain’s remarkable plasticity, it’s hard to define the future. After all, as Eagleman points out, reading and writing on paper are not innate skills. Every individual has to learn those skills from scratch and in the process they are rewiring their brains. That means that touch may slip in the hierarchy of senses that influence future generations’ perception of reality.

Orchestrating Business

Orchestrating Business

by Michael J. Pallerino

Depending on where – and how deep –you look, the information is right in front of you. Consumers are exposed to ad messages every 2.7 seconds. They are hit with up to 10,000 brand messages a day and switch between screens at least 21 times an hour. Brands keep investing in interruptions and the audience keeps running away. Consumers want immersive content and tools that fight friction. They have the power to ignore traditional messages. Brands have to get that back.

Q&A : What to Expect in 2017

Chad Pollitt’s name seems to be everywhere these days. As one of the country’s foremost content marketing thought leaders, Pollitt’s insights are regularly tracked by the likes of Forbes, The Wall Street Journal, The New York Times, Inc., Ad Age, and many others. A decorated veteran of Operation Iraqi Freedom and former Army commander, these days, Pollitt serves as the VP of Audience and co-founder of Relevance, an agency, events company and digital magazine dedicated to content strategy, promotion and marketing.