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One of my favorite brands and their perspective on the power of music in improving patient care. Does music reduce anxiety and improve surgical outcomes? Sonos unpacks this hypothesis. #sonos

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Great read from Ken Muench whom I’ve had the honor to meet with. I agree that many planners do feel as if they are underutilized or not providing maximum value within the agency. Perhaps this speaks to this trend that I can’t help but notice that many experienced planners are leaving or looking to leave agencies because they believe that their talents will bring greater value elsewhere.

This sense of bringing value is a conversation I’ve had with many of my clients. We often do find ourselves stepping outside of our discipline. If you’re a nice and kind person, you’ll over invest your time in another department within the agency such as proofing or even writing copy because you’re hardworking and smart. 

To be brutally honest,  a planner’s role is not that. The best planners have a deep knowledge of the human condition and a solid understanding of what propels behavior and moves people emotionally. They have keen insight, clear vision, and a strong perspective about the direction of the business and the creative work. And if you’re an overachiever, you’ll manage to balance all this with empathy.

Yes, empathy is important. I think as marketers, we often forget that consumers are people first and consumers second. That’s a big distinction that makes a difference in the work that we can do and that is why planning deserves a big voice in the agency.

Planning is an invaluable resource to brands today and integral to powerful creative and product changes. And to Ken’s point, it’s not about being relevant, bringing a distinctive quality to a brand is what will connect people to your product or service. People are smart and we should honor and respect their ability to read our bullshit a mile away. We know in neuroscience that the brain holds onto what is different/unique not what is similar to everything else. When you go to a party, do you remember the woman in the crowd that is wearing American Apparel spandex having quiet generic conversations or will you remember the woman having passionate debates about La Croix not being real water? Relevance is going with the flow, distinctiveness is rising above the noise. Relevance is Ray J, distinctiveness is Kanye.

I still love the discipline of planning/strategy because the world is constantly changing, people are fascinating, culture is power, and businesses will have to change in order to thrive in that new world order.

For those of us who are still in the game, I believe that we as planners are at the door of leading that change in both our jobs and agencies. 

I’m excited to stick around and see what adventures will come next. 

Onward and Forward, 

MAB

[bonjour-mab]

Great read from Ken Muench whom I’ve had the honor to meet with. I agree that many planners do feel as if they are underutilized or not providing maximum value within the agency. Perhaps this speaks to this trend that I can’t help but notice that many experienced planners are leaving or looking to leave agencies because they believe that their talents will bring greater value elsewhere.

This sense of bringing value is a conversation I’ve had with many of my clients. We often do find ourselves stepping outside of our discipline. If you’re a nice and kind person, you’ll over invest your time in another department within the agency such as proofing or even writing copy because you’re hardworking and smart. 

To be brutally honest,  a planner’s role is not that. The best planners have a deep knowledge of the human condition and a solid understanding of what propels behavior and moves people emotionally. They have keen insight, clear vision, and a strong perspective about the direction of the business and the creative work. And if you’re an overachiever, you’ll manage to balance all this with empathy.

Yes, empathy is important. I think as marketers, we often forget that consumers are people first and consumers second. That’s a big distinction that makes a difference in the work that we can do and that is why planning deserves a big voice in the agency.

Planning is an invaluable resource to brands today and integral to powerful creative and product changes. And to Ken’s point, it’s not about being relevant, bringing a distinctive quality to a brand is what will connect people to your product or service. People are smart and we should honor and respect their ability to read our bullshit a mile away. We know in neuroscience that the brain holds onto what is different/unique not what is similar to everything else. When you go to a party, do you remember the woman in the crowd that is wearing American Apparel spandex having quiet generic conversations or will you remember the woman having passionate debates about La Croix not being real water? Relevance is going with the flow, distinctiveness is rising above the noise. Relevance is Ray J, distinctiveness is Kanye.

I still love the discipline of planning/strategy because the world is constantly changing, people are fascinating, culture is power, and businesses will have to change in order to thrive in that new world order.

For those of us who are still in the game, I believe that we as planners are at the door of leading that change in both our jobs and agencies. 

I’m excited to stick around and see what adventures will come next. 

Onward and Forward, 

MAB

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Modern Human interactions are difficult to film and capture. Texting is boring to watch, go figure. 

#vimeo

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Parasocial Relationships. AKA. Friendship Marketing. People are good at recognizing persuasive intent, consumers, especially young ones can smell us a mile away, they tune out marketing and promotions. 

The Kardashians wine about jet lag and ask the audience what she do with her husband. But they are really talking about a solution, an app, or a new approach.

Here’s the thing, it’s completely one sided, it’s the feeling of connection and friendship with a person you don’t know. Similar to how people felt in the 50s about TV hosts and their soap opera stars. The Kardashian knows this and feed into this parasocial relationship on social media. They don’t promote products, it’s more like a recommendation from a friend, one who’s famous and more rich. It’s an invisible talent. Not to mention, she owns who she is, and love it or hate it, it’s all attention that marketers covet.  

All hail the Kardashians and their invisible talents. 

#nudeselfiestillidie

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Unclear rewards an uncertainty. My kind of fun. 

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Love seeing content creators getting recognition for the work they do.

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More diversity in race and life aspirations for Barbie. #brandrefresh

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This article didn’t offer direction or any tangible information about advertising. Oddly enough, this piece made it seem OK that the CEO seems void of vision and leads with indecision. 

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A part of me is relieved that 2014 is over. I was pushed so many directions, some were self imposed and others were spontaneous steps away from what was comfortable. I'm a little bit crazy but to be candid, I wouldn't have it any other way.  My world is so much bigger and for that I am grateful. 

To more adventures and beauty in 2015. I'm ready for you. 

Yours, 

MAB

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I've been spending a substantial amount of time lately reimagining what productivity will be like in the future. The reasons we are all so busy and what it means to different kinds of people. What do we get out of producing or increasing our productivity and if it lends back to us having more time to do the things we want over the things we don't. 

#The Future

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As if I still wasn't still spinning off the wheels with last summer's partnership Google (Art, Copy, and Code) & Burberry kisses. 

At London's Fashion Week, Burberry, Topshop and Hunter lead the world in digital innovations that bring access and excitement to their customers.

"Burberry became one of the first brands to use Twitter's new "buy" button for in-tweet purchases, U.S. customers were given the opportunity to buy a limited number of the new spring/summer 2015 nail colors as soon as they appeared on the runway."

#burberry

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Consumer Segments

1. There are really only 2 planets regardless of income, age, etc. 

2. People spend according to value. They will cut out what doesn't matter  in order to buy what does. ie. Buy Apple ipad and cancel cable subscription.

3. There is an economy within the economy with large potential to meet consumers' unmet values. 

4. Consumers drive the success of brands

#marketing #consumers #recession #economic downturn

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Johnnie Walker positions its Blue Label sub-brand as aspirational and stylish in the full length version of its short film "A Gentleman's Wager"

Where are all the daper men?

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Why I’ve decided to stop taking “content” gigs and other journalists should, too. 

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I've been addicted to this YouTube Channel for the past few months. I wish me and Anna Akana were friends as I am sure her life is filled with sarcastic, smart, and silly conversations all day, err day.

I whole heartedly stand by this idea of young and brave people on YouTube who create their own opportunities in life that otherwise would never have happened. I know the internet of things is changing, but I hope the fundamentals stay the same. A space where anyone can create, contribute, and share globally. 

Anna! You are all things amazing and wonderful.