• Brands Banking on Surge in Lacrosse

    By: 
    Brian Heffron
    May 24

    As the NCAA Lacrosse Final Four kicks off this weekend in Philadelphia, we took a look at the business of the fastest growing sport in the U.S. Statistics and insights show us that lacrosse is a platform for brands looking to engage audiences from pre-teen through young adults.

  • 4 ways social media energizes earned media

    By: 
    Brian Heffron
    May 20

    Quick, choose between water or oxygen.

    Ok, maybe it's not that dramatic. But limited money or bodies sometimes force brands to decide which gets their attention: social or earned media. Too often, that's a false choice. 

  • Branding your company's conscience

    By: 
    Brian Heffron
    Dec 3

    You’re going to get something wrong this week. Maybe today. Every organization does. And your customers know it.

    But how should you handle that mistake when it touches the heart and soul of your brand?

  • WHY A PR BOUNTY WILL DAMAGE YOUR BRAND

    By: 
    Brian Heffron
    Oct 26

    If you have strep throat, a lozenge isn't going to provide lasting relief. You need a professional who will diagnose and treat the problem with something more powerful. As a maker of "softish cough drops," Pine Brothers probably knows that about its product.

  • The mobile toddler

    By: 
    Brian Heffron
    Sep 21

    The digital dependence of kids has escalated every year. They are entranced by a screen of some sort, seamlessly bouncing from iPad to a Kindle Fire to Xbox to the desktop, never missing a beat. Now, an increasingly younger audience is influencing the digital revolution. Thirty-seven percent of U.S. children between 4-5 years-old use a device like the iPad or smartphone. As crazy as it seems, they're an important audience. Learn how to engage them on their terms.

  • Zeroing in on the consumer

    By: 
    Brian Heffron
    Aug 2

    You know those life-altering choices you face every day? Harpoon or Sam Adams? Black raspberry or mocha chip?

    P&G calls them the First Moment of Truth, when the consumer settles on what to buy. Studies tell us it often happens in the first seven seconds.

  • Tweeting away our soul?

    By: 
    Brian Heffron
    May 11

    For me, the allure of politics was always a mix of core beliefs, shared causes and stirring speeches. And as someone drawn to communications, I found the rhythm of the words and a speaker's own unique cadences captivating. It is the currency of all politicians and some do it in a memorable way.

  • Marketing the hunt for a Warlord

    By: 
    Brian Heffron
    Mar 12

    Joseph Kony can thank Silicon Valley for turning up the heat on his race from justice. Before the universal adoption of social media, a short film about an African warlord may play quietly in art houses, think tanks and maybe PBS.

  • Embrace the cutting room floor

    By: 
    Brian Heffron
    Feb 9

    Billy Bob Thornton, Martin Sheen and Gary Oldman were three of the many famous actors who suffered the same fate in director Terrence Malick's 1998 movie, "The Thin Red Line." They were completely edited out of the movie, despite months of filming.

  • Rocky seas for those ignoring social media, technology

    By: 
    Brian Heffron
    Nov 2

    The Boston Globe recently spotlighted a practice that gave pause to fish eaters in this seafood mecca. It was about a literal “bait” and switch taking place at area restaurants and food stores. The stories exposed discrepancies between what fish is on a menu and what you’re actually eating.

  • Lessons of an anticipated product release

    By: 
    Brian Heffron
    Oct 7

    It was a difficult week for one of the world’s most iconic companies. Obviously, the saddest news from Apple was that its visionary, Steve Jobs, died too young after years of failing health.  While his legacy as an innovator, inventor and marketing genius is secure, some worry about the future of the company he fastidiously built.

  • Is there really bad press?

    By: 
    Brian Heffron
    Sep 6

    With today’s fast-moving news cycles and a forgiving (or forgetful) public, some wonder if there really is such a thing as bad publicity. Michael Vick’s $100 million contract showed that you can recover from a storm of bad stories, not to mention PETA protests and prison time.

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