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 →
Robert Zajonc (rhymes with science) was a great psychology professor at Stanford and the University of Michigan who conducted research on numerous topics that gave us greater insight into the human experience. Before he passed away in 2010 he gave brand and marketing folks a great gift. You see, one of his best… Read More →
In one of my other blogs I referenced a New Yorker article 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 wrong, according to some… Read More →
This week I’m writing about a terrific article in the New York Times by Susan Cain, the author of Quiet: The Power of Introverts in a World That Can’t Stop Talking. The article struck home for us because we try to cultivate a culture of creativity with our strategists at Tait Subler. Her proposition is that… Read More →