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Richard Fouts

Former Research VP

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Why Tell Stories?

Marketing and human memory are close cousins. Memory, after all, is the crux of brand awareness. Buyers that remember you are the same ones that think about you when it comes time to buy. This is where storytelling comes in.…

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Email as Brand Advertising? You bet.

I fit perfectly within Jaguar’s segmentation model for its new F-TYPE sports car. Hence, Jaguar marketers hope I’ll think of them when I venture out to buy a car in the F-TYPE category. Why?  Because they’ve shown their “our F-TYPE…

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How to Tell Stories Buyers Will Remember

By the time you read this blog post, over 12 million people will have viewed The Big Leap on YouTube. Lacoste’s ad illustrates what consumer marketers often do so well:  tell stories that tap into emotionally-filled memories.  Memory, after all,…

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Before You Launch Content Marketing, Do This

Remember the days when television networks signed off at midnight? That changed when TV executives decided to fill the air waves 24/7, from then on. But these same execs also realized they couldn’t just spew random content; to they adopted…

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Why Should Consumer Marketers Have All the Fun?

Remember when AdAge asked its readers, “What viral ad made you cry?”  The response was fantastic. Consumer marketers don’t apologize for the emotional threads they run through their promotional fabric; their customers seem to love it; and consumer marketers have…

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Why CMOs Aren’t Very Good Salespeople (When it Comes to Selling Brand Awareness)

When “awareness” is citied as the justification for a marketing investment, the room can get chilly. This is especially true in sales-driven, b2b circles.  Why the chill?  In the classic purchasing cycle (awareness, evaluation, buy, bond) awareness sits on the…

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Location, Location, Location: Don’t Underestimate the Power of Local Search

Have you ever used Google to find and book a restaurant reservation in another city; or a tour in the foreign country you’re about to visit? Ever buy a rare book from a Japanese bookseller?  Though the Internet has made…

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Why do you get out of bed every morning?

Years ago, a man who loved music as much as anyone of his generation, began going deaf, just as he was becoming recognized as one of the world’s great composers. But he didn’t let his handicap interfere with his destiny.…

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Why OnlineMediaDaily Got It Wrong When They Said: “Many Fortune 500 Companies Avoid Social Media

In its piece earlier this month (that went all over Twitter) OnlineMediaDaily concludes that many Fortune 500 companies avoid social media as evidenced by their not listing FB and Twitter as a means of contact. This finding of course frames…

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…my chat with Lester Wunderman

While in New York recently, I had the opportunity to wander by Lester Wunderman’s office (accompanied by CMO Trish Wheaton who generously made the introduction). At age 91, he’s sharp as a tack and ventures into the office everyday (saying,…

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