7 Modes of the Mind
Watch out, here comes Wonder-Woman
Brands beware. There’s a highly powerful and increasingly influential segment of women fast emerging.
She’s confident, she’s ambitious. She’s strong-willed and well educated. She’s married. And she earns significantly more than her husband. In short, we call her Wonder-Woman. She represents a large chunk of consumer spending power. And it’s time for brands to take her [...]
Word of mouth: measuring the share value of your brand and messaging
For women, sharing information (recommendations, experiences, advice) is important, but certainly not a purely altruistic act. Information is social currency. And while exchanging information is faster and easier than ever (copy, paste, click), information as social currency isn’t new. From medieval soothsayers to Gossip Girl, the woman in the know [...]
// read more2010: A smarter, wiser and responsibly indulgent consumer
Based on our studies, we anticipate the consumer will transition into recovery mode in 2010 and start spending again, but with some degree of moderation.
By contrast to the free-spending days of old, the post-apocalyptic consumer will be more savvy, responsible and prudent – although interestingly, as the year progresses, they’ll be increasingly more likely to [...]
The rise of the millennials: a recalibration of success
As Millennials migrate into adulthood, they’re embarking on a quest that’s defined by their financial, progressive and socially-conscious ideals. Today, these early Millennial careerists are anxious about the state of the economy – and feeling more pressure to succeed. However, what we’ve found is that despite the potential for economic disillusionment, Millennials are optimistic about [...]
// read moreMullen’s new director of strategic analytics builds technology for personalized communication
Mullen announced today that Dinesh Gopinath, Ph.D., has joined the agency as executive vice president, director of strategic analytics. Gopinath, who was selected after a review of 35 candidates, will lead the agency’s analytics practice, which plays a key role in modeling, predicting and optimizing communications strategies across a wide range of client businesses. [...]
// read moreWhat does it mean to be green?
Being green is not a fad – it’s now officially a trend. In the past two years the number of green-minded consumers has increased from 12% to 38% – and the overall desire to be “greener” has become a universal need with over 90% of consumers believing that “environmental responsibility” is important. By 2010 the green market [...]
// read moreThe thousand days of pain
Last week I had the honor of participating in a panel at the New York Times building and the opportunity to talk about “Marketing in a Recession.”
The event was sponsored by outprofessionals.org, moderated by Stuart Elliott of the New York Times, and featured panelists Rachel Sklar (photo: right), editor-in-large at Mediaite, and Stephanie Blackwood (photo: [...]
A cultural awakening: the new era of the Yippie
Summer is in the air. It’s a new beginning. And with a sea of tents before you and over 70,000 starry-eyed young adults gathered all around, you’re smack in the middle of the Bonnaroo music festival. It feels like a Gen Y Woodstock and percolating below the hub of excitement a new set of values [...]
// read moreThe best way to find a woman: The Frank map.
We know men (and some women) don’t like to ask for directions, so we created this map. Seriously, it won’t show you the fastest way from your brand to her hand, but it IS a great thought-starter, conversation-catalyst, office-art and all around reminder of the incredible complexity of women. It captures the worries, the joys, [...]
// read moreQ: How many ways are there to connect with a consumer? A: Seven
Following months of proprietary research, we just this month announced the discovery of Modes of the Mind™, seven distinct behavioral characteristics of the human mind that can enable communicators to precisely engage with an audience at times of maximum receptivity. Through a strategic collaboration between our brand planning, media innovations and performance analytics teams, we’re [...]
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