Are Facts Boring?

A recent Forbes article states “While business to business (B2B) branding has a reputation for being boring, more companies are taking creative cues from business to consumer branding (B2C). The fact is, we can no longer afford for our marketing to be boring. The buttoned-up, ‘just the facts’ corporate tone associated with B2B isn’t effective anymore.”

When was it that B2B could afford to be boring?

Continue reading “Are Facts Boring?”

“Am I Willing to Feel Stupid?”

Groundbreaking marketing campaigns are not typically the result of some isolated creative insight, but of trial and error, failed experiments, and the willingness to be wrong. Solving real marketing problems (the difficult ones that matter) requires that we embrace uncertainty. The catch is that not knowing the right answer feels really, really bad. Continue reading ““Am I Willing to Feel Stupid?””

Drowning in Shallow Data

There’s no shortage of digital marketing metrics to choose from. Google Analytics alone has 150. Facebook export has 70 columns-worth, and Twitter export has 40 columns.

As we’ve adopted new tools to help us make better decisions, we may have lost sight of the relationship between the data and the reality we’re trying to understand. Is it possible that we’re making important decisions based on numbers that don’t actually mean all that much? Continue reading “Drowning in Shallow Data”