Somewhere along the way, āreachā became a bad word. Marketers started saying it with hesitation, as if being broad or inclusive meant being wasteful or unfocused. I donāt see it that way. After years of helping brands grow, Iāve learned that reach is the foundation of relevance. Too often,...
The travel and hospitality industry lives inside a trillion-dollar illusion: the belief that loyalty is something you can buy with points, perks, and programs. It isnāt. After decades and millions of miles, Iāve learned something that every brand, hospitality or otherwise, needs to hear: Loyalty doesnāt come from...
Business decisions have always balanced three ingredients: gut, guesswork, and a little hope that the data you pulled from five different places is still relevant. Thatās starting to change. With Googleās new location intelligence tools, we can finally bridge the gap between intuition and insight, turning what...
According to the World Advertising Research Center, 41% of agencies still bill by the hour. Only 24% of marketers want that model. That gap says a lot. As AI speeds up production and automation reshapes workflows, billing for time makes less and less sense. Should a client pay...
Thereās real wisdom in finding a great coach or teacher. But thereās even greater wisdom in becoming a great learner. When weāre truly open to learning, teachers start showing up everywhere. Not just in books, podcasts, and in posts like this one. The person checking out your groceries can...
Every time a new report drops on the state of retail or luxury, I pause before opening it. Not because I expect surprises, but because the numbers always reveal a deeper story about how people are changing. The recent Forbes piece on declining luxury brand valuations...
For as long as Iāve been in marketing, Iāve heard the same warning: media is fragmenting. Every new platform, app, and device supposedly splits audience attention into smaller and smaller pieces. But when I look at the data and at real human behavior, I see something...
Thereās a theory worth exploring: each social group online, whether political, cultural, or professional, feeds itself through algorithms that mirror its beliefs. Within these bubbles, the way to gain more social acceptance is to go louder, bolder, and often, more extreme. āFakeā sells because itās...
Most marketing teams post and hope. The top brands post with a system. Thatās the real difference between random visibility and reliable revenue. Content isnāt a lottery where you buy tickets (posts) and hope one goes viral. Itās a funnel, a structured process designed to move people from...
In a marketplace overflowing with channels, algorithms, and endless digital noise, itās tempting for executives to chase the newest shiny platform. But the data tells a different story. When it comes to driving overall marketing performance, no medium multiplies impact like television. A Kantar study revealed...