October 2018


Ever go to a reunion, excited to see that man or woman you crushed on in college? You know the popular one—always had it together and was well-dressed and so very sexy? But, wait! Say it isn’t so! Now they’re enormous—not just with those few pounds time adds over the years, but big. They’re disheveled, exhausted, and just plain miserable. Somewhere between the baccalaureate and now, they simply gave up. Your heart sinks (or, perhaps, fills with pride and feelings of superiority).   That’s how I feel about American Airlines. Have they simply given up?   Over the past week, I have seen a flurry of negative reports. First, it was this one on Luxury Travel Diary, Avoid These Planes when You

My new favorite thing in the morning is reading The Morning Brew. It’s smart, clever, and just a cheeky enough to wake me up in the morning. Recently, Neal Freyman  wrote, “Honda Bets on GM in Race to Driverless Cars.”  It got me thinking, how can Honda maintain an err of superiority in its messaging when they have just given GM a $2.75 billion vote of confidence? And, how can GM take advantage of this coup without alienating their investor? Doing so will take more maneuvering than, well, driving a car. More importantly, what can the rest of us learn about our brands and the ones with which we compete but also sometimes collaborate? First, it’s important to recognize that your

Ah, Fall. Crisp leaves, beautiful hikes, hot apple cider, and a deep division in the loyalty of coffee brand lovers. Wait, what was that last one? Fall is an amazing season, especially here in Boston. But with Fall and all its beautiful changes in foliage comes something else: the return of Fall flavored specialty coffee beverages. In her article published in USA Today, Kelly Tyko makes the claim that we have Starbucks to blame (or praise) for the surge in popularity of the pumpkin spice flavored offerings. But what her claim ignores is that people have always cared about Fall and its flavors. Fall is a season of change in people’s lives; back to school, summer ending, new holidays down the pipeline—people

Earlier this month, I had the honor of serving as a judge for the IHAF Awards, the creative awards portion of the In-House Agency Forum’s (IHAF) Annual Conference, coming up in November. If you’re not familiar with the organization, IHAF is the foremost authority on internal agencies—delivering content and cultivating community to enhance the influence and impact of corporate advertising and creative organizations. The other judges and I spent a day poring over submissions in a host of categories, from advertising to internal communications. The work was impressive and our challenge real! Despite the high caliber of all the submissions, there were a few situations for which it was clear that the line of business manager won out over the marketing professional.

Budget season. Don’t hate us for bringing it up. We know it’s only September and summer is still in session even though most schools are too. However, soon it’s time to start thinking about your 2019 budget. As you begin to align your spending with your goals, we encourage you to consider adding these brand-related projects to your plans: [tweetshare tweet= "62% of companies evaluate their strategy every year, with another 20% judging them every five"] Brand Evaluations. In our 2017 white paper, “The B2B Brand Strategy,” we found that a remarkable 98.7% of companies believe they have a long-term brand strategy in place, but that doesn’t mean organizations aren’t evaluating and changing their strategies. In fact, 62% of companies evaluate their

Welcome, Ryan Kelley to Spencer Brenneman LLC. Ryan is joining us as Account Coordinator. Ryan works with clients on brand strategy, marketing, positioning, copywriting, and content development and is responsible for ensuring that each Spencer Brenneman project runs smoothly and efficiently.

Who's created a brand you care about? We want to know which people or companies have done the best job. tweetshare tweet= #LookWhoCares, to win a copy of 'Do They Care?'. Visit dotheycare.info for more information about the book.

Welcome Back, Blackberry! I remember my first BlackBerry, it was my first big promotion. I was one of the new marketing leadership team members formed by the new CMO. At our first team meeting, he informed us all we would be getting Blackberrys--the phones, not the beepers (yes, this was a long time ago.) “Why?” I asked? So young, so naive. Thus began my 10-year arranged marriage to a device that tried so hard to do so much but only did a few things well. To its credit, what it did well, it did really well. In a word, it did texting well. No, not what we think of as texting today, but what email was back then. Short, simple,