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The mission: Create transformative outcomes for brands. The method: Harness the power of insights and creativity to develop a magnetic idea that creates positive momentum in the marketplace, delivered across channels, mediums and audiences. In today’s marketplace, ideas matter more than ever – ideas that audiences see as their own, which can be authentically expressed through a brand. The goal...
The mission: Create transformative outcomes for brands. The method: Harness the power of insights and creativity to develop a magnetic idea that creates positive momentum in the marketplace, delivered across channels, mediums and audiences. In today’s marketplace, ideas matter more than ever – ideas that audiences see as their own, which can be authentically expressed through a brand. The goal of brand marketing has been to recognize these opportunities and create a collaborative endeavor with the customer. Only when a brand taps into these opportunities do we see the kind of engagement that can create positive momentum in the marketplace and truly be transformative to the three areas most important to brands: launching products and services; repositioning themselves to create opportunity; and growing/expanding their positions of leadership.
When was the first time you experienced tequila? Let me guess – a shot on your 21st birthday? And what was your experience? Perhaps a burning sensation, followed quickly by the taste of salt and a lime. A notorious first experience that for many Americans is inherently bad, it’s no surprise that it could deter... 
Like many kids, my mom put me through what felt like countless hours of flash card drills. Math, grammar, spelling, you name it. But for all the flash cards I’ve forgotten, there’s one set I think of often: Famous Black People in American History. Not long ago, I decided to see if it was still... 
Chinese New Year (CNY) is quietly approaching. Observed by one fourth of the world’s population, CNY is a celebration of another year of prosperity and a time of gathering. The holiday is typically celebrated for sixteen days from New Year's Eve to the Lantern Festival – each day with different activities and taboos, as observers... 
Brands often struggle to tell a complete story. It’s even more challenging to tell a story that inspires consumers to sit up and listen – let alone act or change behavior as a result of said story. Does a brand tell a story about our products and services or a story about its heart and... 
With the so-called “retail apocalypse” upon us, it is no surprise the retail industry now considers joining in on societal issues as a major tool to win over conscientious consumers. When it comes to taking a stand, most brands that choose a side are commonly looked at as brave, bold and more connected to customers’... 
Pumpkins might still be on shelves, but holiday deals are already dropping for many of the nation’s top retailers. Compared to 2018, this year brings six fewer days between Thanksgiving and Christmas. A shorter shopping season, combined with always-on online retail and year-round deal days, means consumers are holiday shopping NOW, and brands are getting... 
For a brand to enter a new space, it needs to set itself apart from the competition. Historically, this might have meant a pizza company with faster delivery. Or, a new brand of gum with flavor that lasts five times longer. Seems simple enough, right? But, what happens when the attributes today’s consumers really care... 
The relationship between corporate brands and customers has changed dramatically over the past decade. Today’s audiences are no longer just passive consumers. They want to be part of the conversation — and are increasingly vocal in their expectation that businesses take a stand on social issues. They want to buy from, and work for, companies... 
Consumers today are making purchasing decisions on more than just the customer or product benefits, also weighing aspects like what a company is doing for society and its environmental impact. Brands are increasingly aware of the expectation and supporting causes that they may not have touched 30 years ago. But taking a stand isn’t easy,... 
Tomorrow, many consumers will be taking advantage of National Lazy Day. Couches will be surfed and screens – this includes phones, tablets and TVs – will be lit up. For brands, this means more opportunities for exposure, higher engagement and awareness in consumers’ homes, as more and more individuals opt for In Your Home (IYH)... 
Mother’s Day is upon us and it’s a big deal not just for moms, but brands as well. In fact, consumers spend $8B more at Mother’s Day than Father’s Day. But, if Mom is supposed to be queen of the day lavished with attention and gifts, why is Mom herself the recipient of so many... 
The U.S. Men’s National Team (client) suffered a surprising and disappointing exit last fall in the 2018 FIFA World Cup qualifying tournament, but just because the U.S. won’t be fielding a team on the world’s grandest soccer stage, it doesn’t mean there won’t be plenty of fans in our country following the competition. Marketers should... 
Last week, FleishmanHillard hosted a panel discussion for a packed room at the 2014 Holmes Global PR Summit on the topic of “Sports at the Speed of Social.” Arguably, no industry has been more impacted by the explosion, and constant evolution, of social media than the world of sports. Moderated by FleishmanHillard's Mitch Germann, alongside... 