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How Do You Do, Fellow Kids?

In January, Planters decided it was a grand idea to kill off its century-old mascot, Mr. Peanut, in a weird and much-maligned TV spot. Most people found this piece of marketing confusing or just an overall bad idea. It was extremely unpopular—yet little did we know that Planters was only getting started. In an equally…

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Six Rules for Marketing Mastery

In the current economic straits, with high volatility and public health concerns still very much on people’s minds, the task of measuring your marketing success can sometimes take a back seat. I’m here to remind you that remaining ruthlessly consistent with it, even in a remarkably difficult era, is of the utmost importance especially now.…

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The Big Data Boom

Sinclair Oil Corporation

Business leaders today often refer to the growing demand for Big Data as the new oil boom. In truth, right now data may be more valuable than black gold, especially to marketers. In helping to transform marketing, data is used for everything from targeted advertising to user profiling. It’s tremendously valuable because it generates actionable…

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Creating Killer Marketing Plans for Law Firms

A killer marketing plan is essential in bringing in new clients and generating incremental billings for a law firm. Like a good defense attorney develops a deliberate plan before heading into the courtroom to defend a client, a law firm needs a deliberate, step-by-step marketing plan to succeed. Some lawyers may think that their law…

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Artificial Intelligence Is Now

Today, we still think of artificial intelligence (AI) as the technology of tomorrow—and that makes me worry that many of us aren’t paying close enough attention to the incredible leaps happening in the field. In truth, AI has already started to transform life—and marketing—as we know it. The adoption of AI is right now bringing…

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Gearing Up for an Expanding Gig Economy

The gig economy has transformed the business landscape significantly, and many of it biggest impacts continue to grow. Employers have access to a global pool of talent. Businesses benefit through lower costs and increased productivity. Freelancers benefit through a better work-life balance, improved work environment, and access to better employment opportunities. It’s the win-win nature…

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Who’s the Big Cheese Now?

Over my lifetime, I’ve learned that prices rise, people age, crises come and go, but there are some things that never change—like breakfast is always in the morning and dinner at night. Or is it? Kraft recently announced that their blue box macaroni and cheese product, typically on the dinner menu, is now “approved” as…

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TopRight Makes the Inc. 5000—Again!

Twice in a row! TopRight made the prestigious Inc. 5000 list of the nation’s fastest growing companies in 2020. (See last year’s ranking here.) Our new CEO Bill Fasig says: “We are delighted to be recognized and included in the Inc. 5000 for the second consecutive year. TopRight’s continued growth and success is based on…

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Walkable Urbanism: Not Your Grandma’s Suburbs!

Since Covid-19 hit, much has been said about the flight of people from the city to the suburbs. While the full extent of urban migration—or exodus—is unknown, it’s important to consider some underlying facts that can help you capitalize on these trends in both the near- and long-term. Cities and regions that recognize the nuances…

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20 Transformational Quotes on Marketing

Transformation is the new movement in marketing and it is challenging the status quo…. Ahem, Not that I’m taking any credit 🙂 But it happens to be true that I’ve been working the transformational beat for fifteen years. Using story, strategy, and systems, I’ve helped C-suite execs utterly transform failing businesses into top moneymakers. Starting…

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Breakthrough Brands 2020

With all that’s been going on recently in the slumpy economy, it’s tough to believe that some brands have actually had a red-letter year so far. But in 2020, a few truly sharp and innovative brands have broken through to the surface in spectacular fashion. Interbrand put out a piece of incredible research on a…

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Be Like Water

Since the crisis hit, I’ve seen some major changes in my approach to work, as well as changes in the way we design, develop and run our marketing campaigns. The lessons I’ve learned in campaign disassembly/reassembly and working in crisis mode, I think, might be helpful to others. I learned quickly that plans just don’t…

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