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
How you execute a music program is what separates the hits from the flops. As a follow up to my earlier post about why you should do a music program, today I’m sharing three ideas about how brands can work with musicians to create successful partnerships.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
These days, many brands are developing in-house departments to meet their increasingly demanding content needs. The thinking is that by having production close to home, they can make things… fast, cheap, AND good. It’s a trend – an experiment that many small and large businesses are implementing (Hilton, Heineken, AB/In-Bev, etc. are all building out their in-house departments). And I bet many of them find success with it, and I bet a few of them fail, too. Not because I want that to happen (certainly part of our business is helping our clients create content, but we really get paid for ideas.), but because so much of what I read about this in-house experiment focuses on the efficiency of the move (cheap and fast!) – the idea that a business can shave six or more figures off of their marketing costs. But what I don’t hear is people talking about how much better or more effective their content will be. But I do think the in-house experiment can work! And I support the businesses that are trying. And for those brave enough to do so, I thought I’d offer some adviceRead More