Seniors are a large, growing, and wealthy market segment that merits attention from marketers. As of the 2020 census, the population of 65-year-olds was 56 million people, increasing more 39% in the past decade. That number is projected to be more than 83 million by 2050. And they are healthier than previous generations with an […]
Generation Alpha is the first generation all born in the 21st century, with births from 2010 to 2024. Marketing to kids will never be the same. The latest cohort is the most tech savvy yet, having been in front of a digital device since their earliest days. And that changes everything. They have access to […]
2024 was a record setting year for the NFL draft, as 6 of the top 10 players were quarterbacks, and 14 of the top 15 were offensive players. A total of 23 first round picks were offensive players (72%), by far a new record. It used to be said that defense won games. Perhaps now […]
Not all of us are avid golfers. For those who play the game, we know that it is a challenging sport—one that takes skill, practice, physical gifts, and mental fortitude—all of which were on display at this year’s Masters Championship in Augusta, GA. Scottie Scheffler came into the tournament ranked #1 in the world. He […]
There are so many things to like about spring…flowering trees, bulbs, and annuals showing their colors, lawns greening up after a long winter, baseball season getting started again, playoffs for basketball and hockey, the Masters, the French Open, graduation ceremonies, proms. The list goes on. It is a time to admire nature and rejoice in […]
By the time you read this, the 2024 NCAA tournament will be a memory. History was made and records were broken. For many of us, the NCAA college basketball tournament is an annual ritual. It is virtually impossible to resist selecting your personal picks to make it to the Sweet 16 or even the Final […]
While it is true that your family and friends each have memorable personalities, so do your favorite brands. It is a natural trait to make sense of things by assigning human characteristics to your favorite brands. We seek connections and make associations that are both descriptive and evocative. It is basically how you would describe […]
We are not talking about the interest that you pay when you take out a loan. Borrowed interest is the practice of leveraging the recognition or image of a property or personality to try to boost your brand. It is most often used in advertising, but it has now spread to other tactics, including social […]
Oh, those gleaming, showy, snazzy, and glamorous new things! They tend to be the latest and greatest, if you believe the hype…the stuff that geniuses and entrepreneurs dream up. And that is what makes them so compelling, so attractive, so interesting. They are a jolt of energy with the promise of tomorrow. What’s not to […]
Of the 5 Ps of marketing (product, promotion, place, positioning, and price), price may be one of the most challenging to get right. First, most markets are dynamic with relatively low switching costs, so consumers often experiment with several brands in each product category until they find a brand that consistently delivers against all of […]