At Night After Night, one thing we’re excited about is the waning daylight and more chances for a good night out. And with all the challenges marketers face these days, we think the lens of the night out offers a fresh perspective on how to connect with consumers. I recently wrote a piece for Forbes that explores why and how brands can benefit from playing an active role in peoples’ night out, and I thought I’d share a few of those ideas here today.Read More
While it may seem obvious an agency called Night After Night wouldn’t subscribe to a typical 9 to 5 workday, I think flexible hours can work for lots of different companies. Why can’t your employees come in an hour late to avoid a nightmare commute, or leave a little early to spend time with their kids? Why can’t they write a presentation from the comfort of their home?
Enforced hours are arbitrary and dated in today’s work environment. If you’re looking for a way to boost performance and morale in one fell swoop, implement ‘flexible hours’! Here’s why…Read More
New York is a city for visionaries. Anything is possible in this town of dreams, and every so often that old Frank Sinatra line pops into my head, “If I can make it there, I’ll make it anywhere.” And I smile, because that shit is true. If your business can survive (and thrive) in one of the world’s most competitive and unforgiving markets, then you can probably expand your footprint. Over the past few years I’ve been duking it out with my own spirits business here in New York, and in that time, we’ve taken some knocks and learned some real ‘New York lessons’ that I think entrepreneurs can borrow to take to market with them, no matter where they are. Here are a few things I know to be true from our time cultivating a brand in the big apple…Read More
As someone who runs two businesses, I’ve often wondered why so much innovation is driven by start-ups and entrepreneurs. In the food and beverage industries, for example, many of the most relevant new brands are created by entrepreneurs (and then often acquired and scaled by major corporations, with varying degrees of success). This is true in so many industries – hospitality, technology, cannabis, fashion – all have entrepreneurs to thank for some of their biggest leaps and most creative ideas.
But why is so much innovation comes from outside corporate environments?Read More
In light of last month’s announcement that the Red Bull Music Academy decided to shut down, I thought I’d take a minute to reflect on the program, why I think it was special, and the lessons brands can take from the 20 years of success the program had.
1 – Support the Arts, Not Just the Artist – Red Bull’s far-reaching program included lectures, radio programs, studios and most of all, supporting the careers of young artists around the world. Although it’s true it’s challenging to measure the marketing return on endeavors like this, in running the RBMA, Red Bull achieved the Holy Grail of marketing – transcending metrics and becoming globally known as a company that championed music, and the artists that make music. Red Bull became synonymous not just with an artist, but with what’s new in music.Read More
If you’ve been in marketing a little while, you know there’s an industry-wide mindset that producing content is of low-value, and that the best value an agency can provide is insight, strategy and good ideas. Production is a ‘commodity’ people say. Or, ‘brands will only pay for strategy and creative, not content.’
And I agree: The most valuable thing for any business is insight, strategy and good ideas.
But what if producing a brand’s content provided access to some of the best qualitative insight there is?Read More