Featured Entry in Marketing

Conspicuous Nonconsumption

Want to connect to the green consumer? Help them stand out. I recently listened to the Freakonomics podcast “Hey Baby, Is That a Prius You’re Driving?” and it got me thinking about consumption, specifically conspicuous nonconsumption, or conspicuous conservation. Call it what you want, the green consumer wants you to know they’re a good person–and that’s an insight that businesses can leverage to help change consumer behavior for the better. Sustainable brands often try to blend ...

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Other Entries in Marketing

Specialists Abound, But Who's Leading Them?

Complexity. That's where the analogy between building a house and marketing begins. Loads of specialists each working on their own little piece of the project, on their own schedule, with a tedious list of deliverables. Coordinating all those moving parts can be brutal. And the risk of screw-up is large. The dream home can quickly turn into an over-budget, over-delayed nightmare of bad taste and crappy materials. Sound like any marketing efforts you've worked on?

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The Brave New World of Video in Travel and Outdoor Marketing

Quick—where’s the last place you watched a film, TV show, or other video? Why should a travel marketer care? Because it affects how we conceptualize the idea of video for our brands. If place is a physical location, then the important thing about brand video is finding the right channel to get the message to that place. But if place is the channel, then what matters is how well the message adheres to the rules of that channel. I’m here to tell you that whatever the case may have been for the past 10 grey-area years, the channel is now paramount.

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Embracing Evolution — New Partners at MercuryCSC

Tanya White, Mike Geraci and Stacie Wunsch are now partners at MercuryCSC.

Great work places are based on cultures where employees are truly invested. Of course, a natural step in the evolution of this concept is to have leaders in the company become more than employees—they should have actual equity in the business. So today, I am announcing that three important leaders in the company have each purchased interests in MercuryCSC, becoming partners. I retain ownership as well.

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Authenticity: Who Else is Selling it?

Authenticity is a core value at Mercury as we work with travel and outdoor clients whose customers crave unique experiences in an increasingly homogenized world. But authenticity is showing up in other advertising sectors as well. What's behind this truth-telling trend, who is buying it and why?

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