Insights

Opinions, research and discoveries about marketing, emotions, target markets, digital media, storytelling and the business of branding.

Transforming Modern Vascular from Start-Up to Nationwide Leader in PAD Treatment

Transforming Modern Vascular from Start-Up to Nationwide Leader in PAD Treatment

In a little over a year, Modern Vascular has grown from startup to the nation’s leader in Peripheral Artery Disease (PAD) treatment. We sat down with Leslie Gibbs, Modern Vascular’s Chief Marketing Officer, to reflect on her past year at the company, and how a strong brand strategy has helped Modern Vascular grow even during a global pandemic.

Engage and Convert More Clients With Outcomes, Not Features

Engage and Convert More Clients With Outcomes, Not Features

Elon Musk’s SpaceX Starship represents the future of spaceflight — a sleek rocket loaded with many groundbreaking features. But here’s the most important feature of all: It’s completely reusable. That means the Starship can take off, fly into space, then land upright back on the launch pad. And on March 3rd, Starship SN10 did exactly that, performing a picture-perfect flight and sticking the landing.

Then it exploded.

What Ferris Bueller Taught Me About Marketing

What Ferris Bueller Taught Me About Marketing

36 years ago, a few months before my business partner Rio Phior and I opened our agency doors, I was an entertainment art director for several motion picture studios. As I arrived at one of Paramount Pictures massive editing bays, I was warmly greeted by John Hughes and his executive producer who were surrounded by no less than 20 film and sound editors working feverishly on one of the scenes. At the time I did not realize that John Hughes knew more about marketing than many of the executives I worked with in both agency and studio world. He understood the nature of human emotion and used his skills as a writer, filmmaker, and storyteller to open someone’s heart and let them feel like that movie belonged to them.

How to Make the New Normal a Better Normal

How to Make the New Normal a Better Normal

There is no question that the 2020 pandemic has caused significant interruption in our economy. But businesses can do a few things right now to minimize, not only the effects on today’s revenue, but on building revenue when things return to normal.

Tips to Rank Higher in a Search

Tips to Rank Higher in a Search

Use these important tips to attract search engines and customers to your website. Once you try tackling content development for better optimization, some decide it’s easier to hire a firm or content professional.

Business Leaders: It’s Time to Change Your Organizational Culture, Focus & Metrics

Business Leaders: It’s Time to Change Your Organizational Culture, Focus & Metrics

As marketers, we’ve seen many businesses fail from not recognizing the need for a serious rebranding or organizational and cultural revamping. Often, they are not taking advantage of tools that competitors may be already using.