The futility of marketing planning

maxresdefaultThis is the time of year that a lot of brands, and brand teams, spend countless hours preparing marketing plans that will most likely be outdated by the time they are completed.  While marketing plans are a good way to pinpoint where you are and where you want to go they can’t predict what’s going to happen in the economy at a macro level or with consumers at a micro level. Continue reading

Millennials 77 million strong

millenialsnielsenAccording to Nielsen Millennials are 77 million strong, on par with Boomers, and they make up 24 percent of the U.S. population. This represents significant opportunity for brands that understand who Millennials are, where they live and what they watch and buy. In order to truly understand Millennials, however, they must be put in the context of the other generations.   Continue reading