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Carla Johnson Human-Centered Design

Human-Centered Design: What It Is And Why It Matters in Marketing

by Carla Johnson I’ve been watching the backlash to Pepsi’s Kendall Jenner ad. According to data from Amobee Brand Intelligence, digital content engagement around Pepsi has increased significantly (366 percent in just a day), but 43 percent has mentioned Black Lives Matter, 31 percent has labeled the ad as “tone-deaf” and 10 percent has tagged […]

Carla Johnson Digital Marketing

2017 State of B2B Digital Marketing

B2B marketers are finally getting a handle on some big digital challenges. That’s the message from DemandWave’s recently released 2017 State of B2B Digital Marketing. The research shows that the quality of sales leads is marketers’ top priority. That ousted last year’s biggest hurdle of measuring and proving ROI. Perhaps one of the reasons for […]


How Do You CCDVTP?

Every now and again, I get asked to contribute to round-up posts. These are usually the kind of thing where 20 people answer the same question. This week a company asked me to send them a video that exemplified my thinking as a professional. So I went through my bookmark archive of videos from all […]


How Much Content Is Enough?

When’s the last time you heard anyone in your organization say, “I don’t have enough to do”? Most business people are overloaded. And yet, for all that overload, business projects are less and less likely to meet expectations. According to this year’s “Pulse of the Profession” report published by the Project Management Institute, 16% of […]


Empathy, Orwell and Experiences

In his book Down and Out in Paris and London, author George Orwell (of 1984 and Animal Farm fame…) tells the story of penniless British writer Eric Blair and his adventures on the streets of…you guessed it…Paris and London. It was Orwell’s first novel and in good part, autobiographical. Although he came from a privileged […]


What’s the Big Idea?

When you’re a consultant, few things are as satisfying as having a former client or course attendee say, “We tried that thing. It worked.” Or even “Hey, we’ve decided to try that thing.” I had the pleasure of hearing a comment like this when one of my past course attendees, a marketing director at one […]


Play Your Way to More Innovative Customer Experiences

In January, Facebook held its 50th hackathon, a 24-hour Red Bull- and coffee-infused get-together where coders work on innovative applications or new features for existing products. These kind of events are legendary in Silicon Valley, of course; Facebook isn’t the only company to conduct them. Microsoft, Yahoo, Google, and just about every open-source organization on […]