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EcoVeritas CEO David Harding-Brown recently observed: “Sustainability as an umbrella term is becoming meaningless; a series of macro statements that consumers can no longer relate to or engage with.” A consumer protection group called ICPEN recently found that 42% of sustainability claims made by brands online were “exaggerated, false, or deceptive.” In 1983, an undergrad named Jay Westerveld coined the…

The post sustainability marketing first appeared on Marketoonist | Tom Fishburne.

If the only constant is change, a close second is the resistance to that change. Bill Taylor, co-founder of Fast Company magazine, once stumbled across an obscure article written by a Product Manager in 1959 entitled “50 Reasons Why We Cannot Change.”  The Product Manager, E.F. Borisch, compiled this list while working for the Milwaukee Gear Company, and many of…

The post status quo and resistance to change first appeared on Marketoonist | Tom Fishburne.

There is renewed emphasis on resilience this last year, which PwC defines as “an organization’s capacity to anticipate and react to change, not only to survive, but also to evolve.”   The byword in this definition is change, and much of the focus has been on how to build a culture of agility. As literal Groundhog Day passed this last…

The post building resilience first appeared on Marketoonist | Tom Fishburne.

Rob Schwartz, CEO of TBWA\Chiat\Day, recently said: “Every client conversation I’ve had these days is about who is going to be offended by this ad. There’s a lot of discussion about risk mitigation.  What that tends to do is that it makes things very bland and not effective.” It’s a tricky time to work in any form of communications.  Marketers…

The post playing it safe first appeared on Marketoonist | Tom Fishburne.

The web has turned into an obstacle course of pop-ups upon pop-ups.  No one likes pop-ups and yet there’s plenty of conversion data that designers can point at to justify them.   That’s the pop-up conundrum.  There’s data to show people find them annoying and there’s data to show they work.  Pop-ups have become standard design practice, and yet I…

The post pop-ups and user experience first appeared on Marketoonist | Tom Fishburne.

I was struck by this recent observation from Timothy Clark in his HBR article on cultivating “Intellectual Bravery”: “Intellectual bravery is a willingness to disagree, dissent, or challenge the status quo in a setting of social risk in which you could be embarrassed, marginalized, or punished in some way. When intellectual bravery disappears, organizations develop patterns of willful blindness. Bureaucracy…

The post culture of new ideas first appeared on Marketoonist | Tom Fishburne.

Marketers are bracing for the “Cookiepocalypse” — when Google Chrome follows up on its promise to cut support for the third-party cookie by 2022.   As Andrew Tu, APAC MD of OpenX, recently put it:  “The upcoming death of the cookie is set up to be the defining issue of digital advertising over the next 12 months.” The writing has…

The post marketing beyond cookies first appeared on Marketoonist | Tom Fishburne.

Next month marks the 20th anniversary of the Agile Manifesto. Twenty years ago, 17 software engineers went skiing in Utah. After bonding over their shared frustrations on the state of software development, they drafted the Manifesto for Agile Software Development.   The principles they defined helped change software development forever, but also inspired more widespread organizational shifts.  As the signers…

The post we're going agile first appeared on Marketoonist | Tom Fishburne.

Marketers use personas as a tool to try to bring customers into the room — to help organizations be more customer-centric. They’re intended to help with everything from innovation to experience design to marketing and sales. At their best, personas can help visualize and communicate insights from research.  But at their worst, they have nothing to do with the real…

The post creating personas first appeared on Marketoonist | Tom Fishburne.

In 2010, Mark Zuckerberg famously said that privacy was no longer a “social norm.” New research this month showed that 94% of consumers are uncomfortable with how their personal data is shared online. Drew MacRae at the Financial Rights Legal Centre, said consumers’ expectations had fundamentally shifted.  As he put it: “Privacy is making a comeback.  People are slowly realizing…

The post consumer privacy comeback first appeared on Marketoonist | Tom Fishburne.