Patients vs. Prescribers: Who Really Drives Pharma Success?
Why Focus on Patients When Physicians Write the Scripts? How can pharmaceutical companies truly embrace patient centricity when script-writers are their main bread and butter? A pharmaceutical company is a sales organization. Yes, it develops drugs, but those drugs…
True Brand: Is Yours?
A True Brand Isn’t Optional The word “authenticity” has finally had its run, being overused to the point of dilution. However the concept of authenticity and its intention is prevalent in many corporate boardrooms. Out of the ruins of authenticity comes a…
Authentic: It’s Buzz Is Over
The marketing space is totally immersed with buzzwords that seem to dominate the collective thinking for a few years and then eventually fade away. Over the past decade, “authentic” has been that word—a term so pervasive that its over use has now made it…
Of Brief Importance… Pun Intended
If there is one thing that has remained with the test of time in the brand marketing world, it is ‘The Brief’. It has been the ‘one document’ that bridges streamlined information about the brand between brand marketers and creative marketing…
The Millennial Relevancy
Millennials: All Grown Up. While Millennials (ages 27–43) may have less wealth than previous generations (Baby boomers and Gex X), their purchasing power is strategic, values-driven, and intentional. There’s much ado about Gen Z , and in fact that generation may…
Hues of 2025: The Colours That Define Our Year and Our Brands
Every year, graphic designers, interior designers, beauty experts, fashionistas, and even homeowners excitedly anticipate one crucial announcement: The Colour of the Year. Pantone and respected paint manufacturers reveal their picks every year. This literally sets the…
2024: A Prolific Year—Where Words Are Concerned
The 2024 Word(s) of the Year I don’t know if you feel the same way as I do, but there’s something oddly satisfying about seeing an entire year—its ups, downs, and collective quirks—wrapped up in a single word. But 2024? This year instead of one word…
Holiday Nostalgia, the gift that keeps on giving.
The holiday season is full steam ahead, bringing with it sparkling silver bells, holiday imagery and of course seasonal advertising. It almost seems as though snowflakes come pre-loaded with cherished memories and iconic movie moments that have shaped how we see the…
Greeting Cards: The Ghost of Christmas Past?
Are Greeting Cards the Next Dodo Bird? In 2024… …with our inboxes overflowing and social media delivering instant “Happy Holidays” posts, is this the year paper greeting cards join Tupperware and the dodo bird in history’s archive of nostalgia?…
The Shortcut to Attention
Marketing brands are competing with more noise than ever. How do you capture the attention of an over stimulated audience? That is the magic question. With consumer attention spans changing gears faster than ever, brands have 3 seconds to grab someone’s focus before…
Legacy Brand: Embracing Bold Moves
Embracing Bold Moves: When and How to Rebrand a Legacy Brand’s Packaging Without Losing Heritage Legacy brands carry a rich history, often evoking nostalgia and trust among loyal consumers. However, as consumer tastes evolve, even iconic brands must refresh their…
Curiographics: A New Approach to Marketing Segmentation
What is Curiographics ? Curiographics refers to the segmentation of audiences based the curiousity-driven content they engage with, rather than their demographic or psychographic characteristics. This term recognizes that in the age of social media, curiousity…
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