Giving People Something to Aspire to—for the Holidays and for Always
It’s the time of year again when we’re all starting to think hard about gifts to get our loved ones. The task can sometimes be simple; often it’s not simple at all. The funny thing about gift-giving is...
View Article5 Unstoppable Cyber Monday Trends
It was just about thirteen years ago that companies rolled out the very first post-Thanksgiving weekend online sales bonanza. The Monday after the holiday had never been a big sales day, but by 2008...
View ArticleThe Right Way to Capture Expanding Markets in India
Imagine, for a moment, that you’re in charge of a major brand-name company. As a wise CEO, you recognize that the time has come to expand into markets abroad. So you tap into your contacts, start doing...
View ArticleDirect Mail Matters
Are you trying to think outside the social media or digital advertising box lately? I have news for you. Year after year, direct mail works better. It should really be no surprise in today’s...
View Article6 Mistakes Nonprofits Make All the Time
Christmastime is upon us, and the nation’s nonprofits are on full blast till the end of year. There’s Make-a-Wish, Robin Hood Foundation, Action Against Hunger, and so many others. All in all, every...
View ArticleTransforming Nonprofits
As some have noted in recent years, the embrace of marketing concepts and practices has transformed the nonprofit landscape. I read recently about a push for the donation of unused frequent flyer miles...
View ArticleEvolutions in Brand Equity
In the wake of shifting consumer demands, technological transformation, and oversaturated markets, it’s become necessary for today’s brands to be more customer-centric than ever. There’s an enormous...
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The Success Story of Elf on the Shelf™
Have you ever seen a surprisingly simple product do exceptionally well and thought, “Why didn’t I think of that?” or “How did that brand become so successful?” I recently found myself asking those same...
View ArticleThe Growing Pop Up Empire
How popular are pop ups? Since 2010, it’s ballooned to a $50 billion industry. That’s pretty popular. But their appeal extends far beyond just a quick holiday fix, since pop ups occur year round now...
View Article7 New Year’s Resolutions from the Transformational Marketers at TopRight...
So the big holiday has come and gone, and yet again we face the New Year. It can hardly be believed, really, that we’ve come this far, with almost two decades of the 21st century already gone and the...
View ArticleTop 10 Most Popular Marketing Articles of 2018
In the spirit of the New Year, we at TopRight Partners spent some time taking stock of the past. What worked well, what didn’t, and what should we do more or less of in the next twelve months? When it...
View ArticleIs Retail About to Get a Face Lift?
I have written many times before about how AI is changing the landscape of marketing. It gives marketers the opportunity to reach more people while delivering personalized, relevant and timely content...
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3 Reasons Online Gambling Brands Have Top Odds
Though gambling is a much debated and often banned activity throughout the world, it continues to grow in its various forms. In recent years, online gambling has emerged as the most popular and fastest...
View Article5 Essential Marketing Productivity Hacks
A productive marketing department works at peak performance every day and has an outsized impact on accelerating the growth of a business. However, given the pace of change across the global economy,...
View ArticleDo Feelings Matter in Marketing?
In retail marketing, the short answer is Yes, of course feelings matter. Successfully inspiring consumers to associate a brand with a certain emotion or mood has long been considered the pinnacle of...
View ArticleThe Risks and the Rewards of Courting Controversy
Have you seen that new Gillette ad yet? If you haven’t, you’ve been hiding under a rock. As with most viral videos, there have been hot takes aplenty. Was the ad too hard on poor dudes? Was it...
View ArticleRed Alert for Retail!
If you’re in retail at the moment, you may be panicking a little. Things are changing—a lot and very quickly. The latest reports show China rapidly outpacing the US in retail sales for the first time...
View ArticleWhat Can Lawyers Learn from Retailers?
In recent years, we’ve seen a steady parade of retailers shuttering stores and filing for protection from creditors. We’ve watched as once respected brands like Payless Shoes, RadioShack, Sears, and...
View Article4 Ways to Lose Big in Retail
A retailer can take a nosedive for any number of reasons. The cause could be siloed corporate structure, poor data quality, lack of coordination, overall negligence, poor change management. It’s not...
View ArticleThe Winners and Losers of Super Bowl LIII
At no other time of year do viewers look forward to TV commercials with such ardor. Whether those ads actually work as marketing is up for debate, but the cultural spectacle of it cannot be denied. As...
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