The Best & Worst Of 2020 Super Bowl Marketing Strategy

Can a Super Bowl ad that costs nearly $6 million be worth it? That’s a question worth debating if you’re in marketing, so let’s take a look at some of the Super Bowl marketing strategies behind the ads from this year’s big game and see which ones were the biggest winners and losers. For longtime

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5 Non-Obvious Megatrends Changing Our World In 2020

For the past ten years I have gone through an annual ritual of publishing a book about trends that describe our shifting culture and business environment. Over the past decade, my team and I have identified and written about well over 100 trends covering everything from the rise of the #metoo movement (a trend we

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6 Marketing Lessons From Ed Sheeran

There is a moment during a show at the Austin City Limits where Ed Sheeran finally starts to perform his biggest hit at the time: Shape of You. About 10 seconds into the performance, he breaks a guitar string. Watching what he does next is a master class in stage presence, preparation and perhaps the

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Prosperity Preachers, HBO’s “Feel Terrible” ...

Why HBO’s Chernobyl Is The Feel-Terrible Hit Everyone NeededLike over six million viewers I have been completely engrossed in the storytelling of this startlingly accurate hit mini-series about the 80’s era nuclear disaster. The lessons for today are profound and despite casting that oddly seems to avoid any actual Russian actors in lead roles, the five episode series is

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The Dangerous Side Effects Of Marie Kondo’s Tidying Mo ...

Japanese organizational guru Marie Kondo recently launched a show on Netflix and has inspired millions of people to get rid of the clutter in their lives. Perhaps predictably, now some people are extending that advice to their digital lives too, as the WIRED UK article linked here points out. In this quest to rid ourselves

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Why Do Critics Hate Movies That Real People Love?

The Queen-inspired film Bohemian Rhapsody film was poorly rated by critics, yet became a big box office hit. Earlier this year, the same thing happened to Hugh Jackman’s The Greatest Show musical film about the life of PT Barnum. Why are critics so out of touch with what real people like? And why do we love the

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How Black Mirror Might Predict The Future Of Storytelling

This week I made my annual trek to Snug Harbor on Staten Island for the Future of Storytelling conference. I make it a point to come every year, and this year I was lucky to moderate a session with Jill Cress, the CMO of National Geographic, who is helping the brand move from “reverence to relevance.” At the

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Why Netflix Uses Taste Communities Instead of Demographics

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Last week Netflix announced that they would be stopping their long standing policy of asking customers to vote on early pilots for programs to see if they have enough critical mass and audience to continue. In the same week, at a television industry event a Netflix executive shared that Netflix finds demographics to be useless

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Binge Rooms: The Ultimate Immersive TV Experience

binge-room-contest

Back when I worked at a marketing agency I remember those times when I would see a campaign so inspired it would immediately make me wish I had thought of it. This new effort from FCB New York is one of those envy-inducing efforts. The goal is to position LG TVs as the ones that

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How The Backlash Of Superfans Might Ruin Entertainment For T ...

logan

Logan director James Mangold is worried that “the fear of upsetting an eager mob” of online fans might drive smart, creative people out of creating great art. For years comedians have been avoiding college campuses because of the inability for easily outraged youth to take a joke. Have we become so uptight that we are unable

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