Tech entrepreneur Marc Andreessen famously said, “there are only two ways to make money in business: One is to bundle; the other is unbundle.” This bundle/unbundle process most commonly appears in the digital media and technology space. Successful unbundling requires product innovation that makes it an obviously better choice than its predecessor. For example, the […]
Reality is shifting, and no one understands what’s real anymore. A new version of reality has emerged and it’s manifesting itself in strange phenomena such as Frye Fest, fake news and synthetic influencers. This version of reality – the synthetic layer – sits on top of our senses and language, and has emerged thanks to […]
Admit it. Humans are lazy. And easily tricked. Our brain, in its never-ending quest to preserve glucose, seeks shortcuts. If our brains didn’t do this, we would be paralyzed by every mundane choice. These shortcuts are known as heuristics, and heuristics are the cornerstone of marketing manipulation.
Consumer technology products are increasingly an essential part of brand marketing. Just as marketing teams need great storytellers, they also need great technologists. A prime example of technology driving brand growth are chatbots. Even Mark Zuckerberg agrees.
I remember when I first interviewed with the three Quest founders to join as the head of marketing. I laid out a plan to earn their first million fans, and explained that, to do it, the company would need to create a content studio. They thought I was joking. Back in 2011, a branded content […]
Humans are nothing, if not predictable. Say we can’t do something and, damnit, we are going to do it, or scream about how ‘they’ wont let us. While the IHOB campaign short circuited our need to gossip, the Exclusive Mural zeros in on both our need to belong, and our fear of being excluded from […]
I’m a bit obsessed with real time sales data. At Quest I’d always have a window open showing our daily sales and I’d refresh it frequently – especially on big days like a new product release or Cyber Monday. It’s not the dollars but the indicator of progress that I love. With RLTY CHK we […]
I had a great time on Eric Siu’s Growth Everywhere show. See embed below for the full episode. Eric knows the space better than most, so he asks great questions and surfaces a lot of actionable advice. We cover content creation, hiring, culture, SEO, the media mix and more! Pro Tip: Playback at 2x speed. It […]
It was late 2012. If Quest was a child it would have been at the peak of the awkward puberty stage; A middle schooler who just returned home from the dentist with a full set of braces. Quest was becoming something special, but it wasn’t fully formed. Case in point: the back of the box […]
It’s very exciting to finally release our 30 second spot for Quest Protein Chips! We created this entirely in-house from script to screen. Our design, media and 3D teams came together to make this something special. The spot will run organically on YouTube and Facebook first and we’ll follow it up with targeted media buys. Depending on performance we’ll bring […]