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Requisite Course for Marketers to Older People: Maslow 101 PART 2 21 May 2011 | 03:30 am
Sixty-two year-old Kathy Sparks is not simply a 30-year older version of her 32-year-old self. In many respects she’s a different person. That poses a problem for the 32-year-old copywriter or ad crea...
Requisite Course for Marketers to Older People: Maslow 101 16 May 2011 | 09:01 pm
Odds are that nearly every reader of this blog has at least a fuzzy familiarity with Maslow’s famous Hierarchy of Basic Human Needs. To recall, they are: Self-actualization Self=esteem and esteem of o...
Howard Schultz's Starbucks Tale, Onward, Is a Page Turner 27 Apr 2011 | 05:27 am
I think that few people in the marketing game really understand the art and science of branding. If that were not true we wouldn’t see the biggest and sharpest agencies in the country launching a New ...
Why Marketers Need to Tell Stories in Older Markets 21 Apr 2011 | 05:46 am
You and I don’t think alike. No two people do. How we think is as individualistic as our fingerprints. How we think is influenced by our unique genome, unique life story, our current circumstances, ou...
On Self-Actualization and Older Markets 30 Mar 2011 | 05:45 am
In my book, Serving the Ageless Market (McGraw-Hill 1990) I went out on the proverbial limb: I said that as we age more mental activity is taken over by the right hemisphere of the brain. I found myse...
Rightward Ho! 28 Feb 2011 | 10:07 pm
Today's’ markets have a stronger right brain orientation than younger markets of the past. This is because the majority of adult consumers are now over the age of 40, when mental activity in the right...
Why Old Age Is Really Not For Sissies 7 Feb 2011 | 05:38 am
In the last several posts I have challenged the “hucksters of longevity” as Judith Viorst calls those who purvey “the untruth that no one need fear growing old anymore because science - any day now - ...
The Mighty Struggle for Authenticity in Marketing to Seniors 1 Feb 2011 | 01:06 am
Several years ago personal products marketer Dove kicked off a campaign that stunned the marketing world. It featured models sporting freckles, birthmarks and even wrinkles. One model was a 93-year-ol...
On Authenticity in Older markets 22 Jan 2011 | 12:08 am
Back around 20 years ago there was a successful lifestyle magazine for the older crowd called 50 Plus. Readers Digest took notice of America’s aging population and the beachhead that 50 Plus had estab...
Will Starbuck's Logo Change Turn Out to Be Brilliant Move? 14 Jan 2011 | 02:35 am
Remember the widespread outrage over the change in the GAP logo a few months back? Changing logos is always a chancy action, the more so for brands that have a strong market presence. Imagine the revo...
