fbpx Skip to content

Posts by Judi Friedman

Does Marketing Matter?

I keep think about this recent headline—“Peleton hits breaks on marketing as at-home fitness sells itself”—from MarketingDive. A friend once told me that sometimes it’s important to stop and question your most basic assumptions, to interrogate your foundations a little just to see what surprises you might find. So, with a global pandemic still spreading…

Read More

Peloton Nation: Staying Active Indoors

Peloton is not what you think it is. You may be under the impression that it’s a stationary bike with a video screen. But you’d be wrong. Peloton is a logistics-technology company and a social movement—it’s like Apple for fitness. The brand sells complex internet-connected tech products, through which it offers services that have attracted…

Read More

From Heaven to Hell in a Single Week

Did you ever get so frustrated by a bad experience with a product or a service that you just had to tell everyone you know about it? I ask because lately a lot of marketers seem to be talking about the importance of the customer journey or “buyway.” And they’re right that it’s important. But…

Read More

Can Your “Why” Really Die?

Yes, it can. And quicker than you think. Your brand story, if it’s going to truly resonate with your consumer family, must be rooted in your “Why”—why you do what you do. And if your “Why,” or your brand story, no longer resonates with your target audience, well, it won’t take long for the negative…

Read More

Marketing Is Marketing, No Matter the Audience

On most marketing-related topics, I admit, I hold some very strong but unorthodox opinions. Not everyone agrees with my views but, trust me, I’ve come to them purely out of experience. I’ve written on this very blog about how social media influencers aren’t real influencers, how millennials aren’t your friends, and why those thousands of…

Read More

Millennials Don’t Want to Hang Out with You

Allow me to make something crystal clear. My definition of “word-of-mouth marketing” refers to one-on-one conversations—and nothing else. Individual people, in real life, having conversations, together. Beyond face-to-face conversations, I may occasionally be thinking of text conversations or the various online interactions that require two people speaking to each other. I never mean social media,…

Read More

An Open Letter to Social Media Marketers Everywhere

Dear Friends— I’ve been thinking about you lately. I’m worried you’re not seeing what I’m seeing, or at least not taking it seriously enough, so I decided to write you this letter. Often, personalized outreach is more effective at communicating important information. At least that’s what studies say. So, I thought I’d give it a…

Read More

Direct Mail Matters

Are you trying to think outside the social media or digital advertising box lately? I have news for you. Year after year, direct mail works better. It should really be no surprise in today’s hyper-digitized market that receiving a piece of actual paper mail—a handwritten letter, a flyer, a postcard—is now as uncommon, meaningful, and…

Read More

The People You Should Be Listening to Are Not Online

I’ve said it before, but I’ll reiterate: “Influencers” are people living among us who love to share ideas with others. Period. That’s it. They don’t have to be famous. They don’t even have to own a computer. Whether they’re online doesn’t matter much at all. According to Keller and Berry’s book The Influentials, 10% of…

Read More

This Generation Is Reshaping Our World (It’s Not the One You Think)

For decades, conventional wisdom has cast Generation X—those born between the early 1960s and mid-1980s—as too disreputable, too insignificant or too uncategorizable for advertisers to bother with. Some research suggests that they are a small, iconoclastic group of skeptical budgeters who are rarely swayed by those bright, shiny campaigns that we imagine capture the hearts…

Read More

Shareable Story Makes Marketing Magic Real

marketing magic is real in the form of shareable story

Do you believe in marketing magic? I do. I believe in the magic of a brand’s Shareable Story because I have seen great stories work time and time again. A great story has the power to change minds. It can overcome apathy and move people to action. It has longevity, often being shared across multiple…

Read More

Your Brand Story Should be a Library Selection

Your Brand Story Should be a Library Selection

We all use libraries—even if you haven’t read a novel in years. I’m not talking about the neighborhood lending libraries popping up in front of houses or the thriving community libraries we remember from childhood. These libraries are abstract, limitless, and just as important. I’m talking about the story library each of us carries in…

Read More