Posts by Chris Weissman

5 Critical Things Boomers Share with Millennials

Are millennials really so perplexing? Can marketing to them be so different from what came before? This seems to be the message of many articles you find online about how to market to that mysterious youth demographic, a consistent theme of which is that millennials are like no other consumer in history. Marketing to them…

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5 Lessons B2B Marketers Must Learn from the B2C Space

Many say that business-to-business (B2B) marketing and business-to-consumer (B2C) marketing are completely different, even diametrically opposed, the Red Sox v. Yankees of branding. But in truth, they’re relationship is subtler, more like yin and yang. They share much and are even, in many cases, composed of the same stuff. Yet the prevailing wisdom insists that…

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Burger King Gets People Talking—Or Does It?

What a month for Burger King. First, they chose April Fools’ Day, oddly, to launch their new (and not a prank!) Impossible Whopper, a vegan incarnation of their famous sandwich. Then they followed that up a week later with an ad showing people eating a sandwich with chop sticks (the whole thing went horribly wrong…

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Get Ready for Brand Pranks 2019

April Fools’ Day offers companies an opportunity to have some fun while also humanizing themselves a little. For 364 days of the year, they focus on building credibility—but for just one day in the year brands can laugh it all off. This upcoming Monday, we’ll be bringing you a list of the best pranks of…

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The Consequences of Ignoring Brand Story

Years ago, I started my marketing career at Kraft Foods. It was an amazing place to work with great marketing training and world-class marketers to learn from. Though budgets weren’t excessive, there was a serious commitment to investing in brands and an emphasis on building brand equity—what today we refer to as the brand story.…

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3 Ways to Supercharge a TV Ad

The 2019 Super Bowl was not the most exciting event ever aired. Many critics are placing it in the top five most boring games ever played, and others actually rank it as the number one worst of all time. Luckily, the Super Bowl has something else to offer—a storied tradition as a venue where the…

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Let’s (not) Get (too) Political!

Politics, politics, politics. It’s more a part of our lives now than it was even five or ten years ago. Turn on the news and someone is outraged. Change the channel and someone else is outraged by the outrage. The national anthem, the environment, the Taylor Swift concert, the Halloween costumes. It’s exhausting. Yet more…

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5 Pieces of Advice for an Incoming CMO

I heard a story once about an outgoing CMO who left three cards in an envelope for his replacement to use only when the company was experiencing hardship. Sure enough, after a period of business growth, the new CMO saw a dip in performance. Remembering the cards, he drew the first one out and on…

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