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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 […]

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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 […]

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Silo-Busting for Better Customer Experience

One of the biggest challenges in delivering a seamless, consistent customer experience is organizational silos. Silos hurt the flow of information and fracture employee attention. Groups tend to focus on metrics that address their area of responsibility, which may hurt the overall customer experience if they aren’t tied to the overall experience that’s delivered to […]

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B2B Brand Storytelling: Learning From Nike.

When it comes to consistently telling a brand story, few brands have the sustainable track record that Nike does. From its inception in 1971 (previously known as Blue Ribbon Sports), founders Phil Knight and Bill Bowerman have been unwavering with Nike’s mission: To bring inspiration and innovation to every athlete in the world. What defines […]