Casting in Advertising: The Do’s and Don’ts of Culturally-Authentic Content

What does it mean to be authentic in today’s world? How can companies create content that truly resonates with key consumer targets?  There are four critical areas that marketers need to assess to create compelling campaigns: casting, language, passion points, and situation.

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Activating with Cultural Fluency

Can a brand be culturally fluent? Is there such a thing? If so, when does a brand achieve this and and why is this important?

We look at the framework through a brand lens to inform activation choices for marketers. If you’re new to this idea, start with Cultural Fluency: A Framework for Winning in Today’s America.

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Alcohol Attitudes, Consumption, and Trends Among Millennials

Now that nearly all millennials are 21, we examine how they perceive and consume alcohol.  Learn how they compare to older generations, and discover their drinking habits and overall attitudes towards alcohol.

Alcohol Attitudes, Consumption, and Trends Among Millennials

Now that nearly all millennials are 21, we examine how they perceive and consume alcohol.  Learn how they compare to older generations, and discover their drinking habits and overall attitudes towards alcohol.