The popular image of men in the media has been an interesting journey. From Father Knows Best to bumbling dunce in 50 years. You see, sitcoms need someone to be the stooge, as do most comedies in any form, including TV commercials. In the 70s shows like Three’s Company could get away with… Read More →
Most organizations define their target group in terms of the type of person who buys their product or service most frequently. Follow the money as they say. For a breakfast cereal that might be harried moms, 25-44 who care about their kids health. We call this group the volume target. They are the… Read More →
In my last post I referenced an article in the January 30 New Yorker called “Groupthink.” The article challenges many of the ways brainstorming is done, but most clearly indicts the idea that we should suspend judgment when brainstorming in a group. The classic brainstorming instruction “build, don’t criticize” turns out to be… Read More →
There are plenty of instances when it is smart to hire consultants with deep knowledge and experience in your category. But defining your Brand’s core strategic premise is not one of those times. In order to escape the traps, conventions and category benefits, it will be more helpful to bring in brand experts… Read More →