strategy
Beyond Claims: The Future of Evidence-based Brand Validation
How data-driven proof is becoming the foundation of consumer trust and investor confidence. The Industry Is Hitting an Inflection Point The nutrition and wellness industry is experiencing a fundamental realignment, one where credibility, not creativity, has become the defining competitive advantage. For decades, supplements and functional foods relied on marketing-led claims, compelling narratives, and broad, ...
Modern Marketing Mistakes
Much of the marketing communications that I see these days leaves a lot to be desired. Examples of gratuitous pandering and blatant virtue signaling abound. Obsequious social and environmental preaching are at the forefront instead of clear, consistent, cohesive messaging. It has probably never been more difficult to teach best practices in marketing to business ...
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