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WHY Report

January 12, 2017

If People Are Price-Sensitive To Ethical Products, Then Redefine The Pricing Scheme

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It’s challenging, if not impossible to make domestic, ethical clothing at prices that are both affordable for consumers and sustainable for brands. Fast fashion has been accelerating the pace of creation and consumption, and dragging the perception of real value into the ground. Even as people spend less on clothing in raw dollar amounts, they are still buying more stuff than ever before. But given the perception problems the apparel industry has right now, it's full of opportunities for a psychological evolution.

 

The power of shifting perception.

January 12, 2017

Why the Executive Suite Must Be Involved in Brand Name Development

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Companies often under-value the power of a brand name. While they look at some brand names and say “Wow,” they don’t necessarily understand or appreciate the investment of time, strategic thinking, and creativity necessary to create these brand names. Every year hundreds of brand name projects are delegated to junior employees. But, when naming is driven by leadership, the results are exponentially higher because the CEO has the necessary oversight to see how and where to direct the product, service, or company.

 

Don’t pass the buck.

January 11, 2017

BLITZ and Faraday Future Launch Advanced Digital Ecosystem Enabled by New Client / Agency Paradigm

Screen Shot 2017-01-11 at 10.11.49 AM.pngBLITZ recently launched the new global website for Faraday Future ( www.FF.com ) for the reveal of FF 91 ("nine one"), their first production vehicle that was unveiled at a special keynote via live stream at www.FF.com and on-display at the 2017 Consumer Electronics Show.

 

Part of a seamless collaboration with Faraday Future, the integration of bold creative, advanced web and 3D technology fused with a digital-first strategy has produced the foundation of a unique digital ecosystem of site and mobile experiences that educates prospective buyers on the features of the electric vehicle while laying the groundwork for ownership. Owners will ultimately be able to interface with the vehicle in a meaningful and smart way, while directly managing and controlling vehicle features in a personalized manner.

Creating one global, digital product ecosystem

January 11, 2017

Why the Most Important Word in 2017 Will Be 'Experience'

woman-experience-hed-2017.pngIt’s 2017. We have the technology.  The question brands need to answer is - What new experiences does that technology offer? Brands will find the space for differentiation in the experience. For example, in a world where 2 billion smartphones occupy our visual attention, we have evolved to include other senses that aren't limited to AR, VR, MR or RR. Sight is joined with sound and motion like never before. More than just wearable, it is hearable, feelable and experiential technology—powered by data, intelligence, sensors and more.

The new and unexpected experience of interaction

January 11, 2017

How the Beauty Industry Became a Leading Voice for Social Activism

Screen Shot 2017-01-11 at 9.55.59 AM.pngSephora isn’t the first retailer to recognize the value in identifying its larger purpose and become more involved in the community it caters to as a force for good. Activism has infiltrated brand campaigns from Dove, Cheerios, Pantene and Patagonia have attached their names to messages of body positivity, LGBT acceptance, female empowerment in the workplace and sustainability, respectively.

Countering brand apathy

January 11, 2017

Medicaid’s Data Gets an Internet-Era Makeover

10NUNA1-master768-1.jpgSan Francisco start-up Nuna has built a cloud-computing database of the nation’s 74 million Medicaid patients and their treatment. Health data on its own — billing, diagnostic and treatment information, typically recorded in arcane, shorthand codes — is not very useful. But if it can be aggregated and analyzed economically and quickly, that data is seen as a vital ingredient in transforming health care.

Data, analytics and the system-wide view

January 10, 2017

Why Advertisers Should Bid Adieu to the “Perfect Mom” Trope This Year­

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The “perfect mom” archetype isn’t just unrealistic for the vast majority of women, but also creates a stressful imbalance of priorities that leaves their own well-being last on the list. As we move into 2017, the “imperfect mom” will become the new hero in advertising. In an era where authenticity and relatability are the most important aspects of engagement, how could she not be?

The beauty is in the imperfections.

January 10, 2017

Instagram Is Testing Mid-Roll Video Ad Pop-Ups In Stories

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The new Instagram tests are essentially an extension of Facebook's ad experiments in live video, where it has been serving mid-roll ads into broadcasts. Facebook has been tinkering with these mid-roll video ads as a way to make money from streaming. Now with options available on both platforms, publishers have more opportunities to test the viability of the format as a marketing investment.

New year, new ads.

January 10, 2017

Why Trello, A Simple To-Do App Is Worth $425 Million

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Atlassian co-founder Mike Cannon-Brookes describes Trello as a simple online application. But simple doesn’t have to mean cheap: His company just agreed to acquire the web-based project management app for $425 million—a ridiculous-sounding amount of money that may well be worth paying. Despite being only the fourth-most popular project management tool according to Project Management Zone, Trello was the fastest growing in 2016 increasing from 4.5 million users in 2014 to over 19 million in 2016.

Trello, it’s me.

January 10, 2017

The Future is Here: 9 Incredible New Beauty Tools from CES that Will Blow Your Mind

CESBeauty.pngFrom the world’s first smart hairbrush to a mirror that scans your face to recommend the proper skin care routine, CES wasn’t just all about robots and cars this year.

Guurrll, you look good.

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