Go Direct: How to Reach Consumers in the Era of “Fake News”

Richard Edelman, a leading expert in public relations and marketing, recently gave a speech at the University of Notre Dame addressing the crisis in consumer trust. His firm, Edelman, is a long-standing chronicler of consumer trust in institutions including business and government (we’ve covered past Edelman Trust Barometer results on our blog). In 2017, their global survey found that “trust is in crisis around the world” with trust in media and government reaching record lows since before the Great Recession of 2008.

The results for 2018 offer little hope for rebounding from the previous year. The most recent Trust Barometer “reveals a world of seemingly stagnant distrust” as “people’s trust in business, government, NGOs and media remained largely unchanged from 2017.” What the survey does offer, alongside Edelman’s recent remarks, is a potential way forward for those companies seeking to re-earn and re-establish the goodwill of their consumer base.
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Lessons from Startup Culture: Create a Solution, Not a Product

Startup culture is here to stay. Entrepreneurs and innovators have remade the business world in their own image over the past few decades as technological change rapidly advanced and “traditional” businesses struggled to keep up. Even once they’ve made it big, the companies these visionary CEOs started continue to live by the scrappy startup ethos that is baked into their DNA.

What separates startup culture from the traditional business practices it is challenging? What lessons can those of us in more traditional working environments learn from the success of startup culture? I’ll be looking at those questions and more as we explore lessons from startup culture.
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Radical Honesty: Nebraska’s New Tourism Slogan Challenges Convention

The Nebraska Tourism Commission recently unveiled a surprising new slogan: “Honestly, It’s Not for Everyone.” Unsurprisingly, it has garnered considerable national press for making this bold move. Conventional tourism campaigns rely on extolling the positives of a given location; European slogans include Germany’s “Simply Inspiring” and Norway’s “Powered by Nature,” while in the United States we have Utah’s “Life Elevated” and West Virginia’s “Wild and Wonderful.”

Nebraska’s new slogan takes a different approach, acknowledging that the state doesn’t get attention as a leisure destination or even a significant natural beauty. By turning conventional wisdom on its head, the Nebraska Tourism Commission is attracting attention of a different kind and ultimately achieving its goal.
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Stories with Staying Power: A Star is Born

This past weekend, a modern remake of the classic film A Star is Born opened in theaters across the country, earning deserved critical acclaim, powerful box office numbers, and praise for its stars Bradley Cooper and Lady Gaga. Some audiences may remember the Judy Garland (1954) or Barbara Streisand (1976) versions, or even the first A Star is Born featuring Janet Gaynor (1937). What many may not know is that Gaynor’s movie was an adaptation of the 1932 film What Price Hollywood?, making this the fifth time audiences have enjoyed this particular story.

In this era of reboots and remakes, what makes a storyline so compelling that a movie can be remade generation after generation? What in the American psyche keeps bringing us back to this theme?
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Lenses of Interpretation: Hermeneutics in Branding

The concept of hermeneutics – introduced to me by the remarkably intelligent Rodger Nishioka – is that we all have various “lenses” through which we interpret the world around us. These may be immutable characteristics such as age and race, or changeable ones such as level of education, location, or job status. The unique way we each process information is related to the combination of lenses through which we receive it.

We recently explored the potential behind a hermeneutics-inspired approach to consumer segmentation in marketing and advertising. These lenses of interpretation are a kind of inverse of the typical approach to consumer segmentation – separating people into various demographic groups (from the outside in) and targeting them with messages that are calculated to resonate. The hermeneutic approach suggests an internal lens, allowing us to attempt to see through a consumer’s eyes by understanding the factors that influence their perception.

How might this concept help us create brands that attract a wide audience and inspire ongoing relationships?
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Lenses of Interpretation: Hermeneutics in Marketing & Advertising

My wife and I are big fans of Rev. Rodger Nishioka, an astonishingly bright man. We love his insightful and perceptive approach to examining the big issues of our day. The opening sentences of Rodger’s recent note have been on my mind since I first read it. He wrote:

Hermeneutics. It means “interpretation.” I like to think of hermeneutics as a set of lenses through which each person views the world. Hermeneutics, or how we interpret the world, shape everything. The truth is each of us have multiple hermeneutics. We view the world through a complex combination of lenses. Some of my lenses are male, fourth-generation American of Japanese ancestry, single, mid-westerner (that is the newest one and I am still growing into it) and educated (some might say over-educated?!)

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Following Your Passion, or Finding Your Fit?

In our most recent blog, we examined the problems and oversimplifications that stem from the advice to “follow your passion.” While pursuing our passions is certainly an important part of making our lives meaningful, this advice, especially when applied to building a career, falls short of truly inspiring. Instead of empowering us, it often does the opposite and causes us to ping-pong from endeavor to endeavor instead of working hard to make the best of our circumstances.

If passion is prone to fading, Angela Duckworth offers the antidote in her bestselling book Grit, positing that “a special blend of passion and persistence” is the key to creating something worthwhile and sustainable. Whether it’s a lifelong hobby to excel at or a career that provides a foundation for building a life, persistence is the missing ingredient that “follow your passion” overlooks.
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