Is Blockchain the Building Block of the Future?

I recently stumbled across a quote that captured my imagination by speaking to today’s entrepreneurial mindset and unleashing the future possibilities of innovation and hard work. Tapscott Group CEO Don Tapscott, during an interview with a tech writer for McKinsey & Company, said, “I’m not a futurist. I think the future’s not something to be predicted – it’s something to be achieved.”

Tapscott’s words should resonate with any successful innovator. We learn through experience that while ideas are important, the execution of the idea builds the true foundation for success. Too many good ideas have been compromised by faulty execution or overshadowed by others who got there first. Tapscott reminds us that prediction is not as powerful as action – that the future is built by those who take the first leap forward.

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Two Powerful Strategies for Building Consumer Trust

We’ve been engaged in an ongoing exploration of the state of consumer trust (which has recently reached record lows) and how brands can reverse the trend. Today’s consumers, empowered by technology to choose from a wide range of products and to interact with brands on an unprecedented level, prize authenticity, engagement, and social responsibility. It’s a tall order for brands that previously focused solely on selling a solution to a problem.

Marketing in 2017 is about more than solutions – it requires establishing a brand identity that resonates with many various subsets of our increasingly fractured culture. And as the demographics of consumer groups continue to change, brands must emphasize diversity but transcend tokenism. Does it all make your head spin? It all comes down to trust – whether or not consumers believe that your brand has their best interests at heart.
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Engaging Diverse Perspectives: Branding & Marketing for the Next Generation

As we recently explored in our blog series, Tomorrow’s Super Consumers, a seismic shift is occurring in the demographics of American consumers. Nielsen’s report on The Multicultural Edge reveals that multicultural consumers are “the fastest-growing segment of the U.S. population,” on track to be a numeric majority by 2044. Smart, inclusive marketers and brand builders can no longer ignore their increasingly diverse consumer base.

It’s time to devise strategies for connecting with a wide range of consumers with authenticity, respect, and ongoing engagement. With multicultural consumers on the rise, how can brands and marketers embrace a diversity of perspectives and experiences to create inclusive, compelling brand identities that connect with our increasingly diverse marketplace? To start, let’s take a look at several brands who are succeeding at engaging diverse perspectives.
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Truth, Trust, & the Power of Storytelling

One of the prevailing themes of 2017 so far has been the erosion of public trust in our key institutions. The Edelman Trust Barometer, an annual global study conducted by a respected communications marketing firm, confirms what many of us have felt: “trust is in crisis around the world.” For the first time since 2012, the public’s trust in government, business, media, and NGOs has declined significantly.

While there is a complex web of cause and effect that has culminated in a large-scale erosion of trust in these institutions, the end result is clear – a populace that is increasingly divided and suspicious of news, marketing, and media messaging. In the era of “fake news,” PR and marketing professionals must examine their methods and recalibrate their strategy in order to reach the general public in an authentic and credible way. But how?
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Drug Addiction & the Opioid Crisis: Facts We Need to Face

While reading a recent article in The New Yorker about Chris Christie and the Commission on Combating Drug Addiction and the Opioid Crisis, which he chairs, I was struck by one particular quote. An expert, called upon to testify as to the nature of America’s increasingly dire opioid crisis, informed the Commission that “We can’t incarcerate our way out of the overdose epidemic, which now kills more Americans than car accidents or gun homicide.”
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Multicultural Millennials: Building Relationships with Young Consumers

Recent insights from Nielsen reveal that “multicultural consumers are transforming the U.S. mainstream… (p)ropelled by the twin engines of population growth and expanded buying power.” I explored the Nielsen data in a previous post, reaching the conclusion that in order for brands to serve this rapidly growing segment of multicultural superconsumers, diversity must be more than just a buzzword. When diversity of experiences, voices, and viewpoints drives a brand’s identity, communications strategy, and product development, it can authentically and successfully resonate with a multicultural market.

In addition to embracing a diverse set of influences, how can brands reach the young consumers who are poised to become major market forces over the next decade? In a time when consumer trust in major public institutions (including business) has been compromised, brand builders must strive for authenticity, communication, and a purpose-driven approach.
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