Thinking Up Something Better: A Front Row Seat for Innovation
We would love to be Einstein’s go-to agency, but time travel isn’t safe yet. Plus, as life science marketers, we have the privilege of working alongside today’s scientists as
What Your Agency Really Should Be Doing
Your agency should challenge you. They should politely prod and ask the difficult questions so they have the information necessary to give you sound counsel and strategy, not just
The Most Delicious Biotech: Vol. 1
The role of the brewer has always been to optimize the conditions in which biochemical processes occur—in the words of groundbreaking brewing scientist Jean DeClerk, “The yeast
Just A Tip: Keep Creative Briefs… Well, Brief
Marketers’ messages should focus on creating the disruption in their targets’ mind that drives them to this point. I’d bet BIG money that this doesn’t happen when we insist
And The Envelope, Please? Your Favorite Blockbuster Scientist Is…
Now, for your viewing pleasure…
Mastering Metal Is Not So Different From Mastering Marketing
In the case of Maiden, they’ve developed a formula for good metal that works. Every song has a unique cadence. Every album has a unique theme. And through it all, the Maiden soun
Just A Tip: Exclamation Marks – Mere Annoyance, or Precursor to the End of Western Civilization?
Have I mentioned how much I hate exclamation marks? They are annoying! They get in the way of effective communication!! Unless you are yelling at a stenographer, it’s what you pu
‘Strategic’ Is an Adjective
The late sixth century B.C. military strategist Sun Tzu (Art of War) wrote, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise befor
Buzzology
It’s been called the science of interest. Buzzology is the practice of raising awareness of a product, person or concept by whatever positive means necessary. It is buzzology at