Our Marketing Blog

Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.

How Fitbit Is Staying a Step Ahead in the Race for Wearables

Fitbit is updating its product mix with new features and offerings, and venturing into fresh advertising streams like this year's Super Bowl spot, Fitbit's first. Later this fall, the brand will be a first-time sponsor of the TCS New York City Marathon; it's also unveiling a new Adventures app to support the effort. In addition, Fitbit is switching up its marketing strategy by moving more creative in-house and searching for a new media agency. 10,000 steps ahead.

  • 1 min read
  • September 16, 2016

Has Jonathan Ive Designed Himself Out of Existence?

There is no company in the world that can design and engineer a smartphone the way Apple does. Therein lies the strange contradiction at the heart of Apple’s chief design officer Jonathan Ive’s accomplishments—seven generations of iPhone, and dozens more iPads, iMacs, MacBooks, and the Apple Watch. But in the age of the smartphone, there is very little industrial design left for us to get excited about. The smartphone itself is rapidly approaching its platonic form: A single, monolithic sheet of glass that simply delivers all the content you want, whenever you want it. If it's invisible, is it still a design?

  • 1 min read
  • September 12, 2016

People Who Give Up Their Fitbits Are Plagued By Guilt

People stop using their activity trackers for all sorts of reasons — they lose interest, misplace the device, or start to resent it’s incessant cataloging of steps. But, like so many lifestyle choices made in a moment of delusional aspiration, it’s not so easy to get over abandoning that cute little fitness tracker, according to new research. It turns out half of people who lapse in their Fitbit use end up being plagued by guilt. It used to be mad love.

  • 1 min read
  • September 9, 2016

Eddy Cue And Craig Federighi Open Up About Learning From Apple's Failures

The Apple vets open up on the embarrassment that was Apple Maps' debut and more in this wide-ranging interview.  Mistakes are the best lessons learned.

  • 1 min read
  • August 10, 2016

Samsung Explains Why It’s Betting on ‘Experiential’ Marketing

In an era when many consumers are actively trying to avoid advertising, marketers are increasingly searching for other ways to reach customers. That’s one of the reasons Samsung is increasingly turning to “experiential” marketing and social media. “Marketing used to be about creating a myth and telling it, and now it’s about finding a truth and sharing it,” Marc Mathieu, CMO of Samsung, says. Not just about telling but experiencing.

  • 1 min read
  • August 1, 2016

Apple Can Still Make Money After the iPhone—But Brand Loyalists Won’t Like It

Apple reported lackluster earnings on Tuesday as the company’s iPhone sales continued to slide. The numbers make it clear that the future of the consumer products behemoth is no longer in its consumer products. The fix? Apple should release a version of iOS for non-Apple devices. This suggestion will seem like heresy to the brand’s loyalists, but it may be necessary for the success of the company. What a conundrum.

  • 1 min read
  • July 29, 2016

The Great Tablet Gold Rush is Over

Dell announced that it will no longer be selling Android tables and, instead, will be focusing on developing Windows-powered 2-in-1 machines. Why? Because the only two companies of the top-5 tablet vendors for Q1 2016 that saw growth were Amazon and Huawei.  So long, tablet.

  • 1 min read
  • July 11, 2016

How Samsung Embraced Innovation to Become a Master of Brand Marketing

Even Samsung's EVP, Global Marketing, Younghee Lee admits it wasn't long ago that consumers thought of the company as "boring and monotonous.” Fast-forward to June 25, and Lee will be accepting Samsung's honors as the Cannes Lions' Creative Marketer of the Year. With Adweek, Lee speaks about the changes underway at a company that has not only toppled Apple as the dominant mobile handset brand, but is also now challenging consumers to use their phones in new ways. Fortune favors the bold.

  • 1 min read
  • June 14, 2016

Why the Marketing Revolution is About to Arrive

Since the dot com boom, the promise of the internet in fundamentally changing distribution, marketing, advertising and consumption has never fully lived up to the hype. Digital seems unable to truly slay the beast that is TV advertising. But the rise of new distribution and marketing channels, on-demand infrastructure and consumer tracking stands to dramatically reshape this funnel, collapsing it in on itself, opening up new battlegrounds. Those that can adapt, will thrive.

  • 1 min read
  • June 8, 2016

Analysts Predict the End of the Smartphone Boom

Gartner's latest research into the state of the mobile industry is a dire warning to all phone manufacturers. The financial analysis firm believes that the growth in smartphone sales will fall to a single digit, half the rate it was in 2015. It's hard to think that people buying 1.5 billion devices in a calendar year is a bad thing, but for companies who make profit on scale, it's a nightmare. Who, that can afford a smartphone, doesn't already have one?

  • 1 min read
  • June 8, 2016

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