industry thoughts from Clarteza

25 November
Mag Retelewski and Jamie Calhoun - Guest

Thank You

Giving thanks is always a good idea, but the holiday gives us the perfect excuse to slow down and think more deeply about the many good things in our lives.

At Clarteza, we are so very thankful to love what we do! Together, we have built a creative, energetic, and collaborative team. We share and keep central the values of integrity and social responsibility; we find it our duty to make a difference in this world. We get to push boundaries and apply our true passion to our work. We know how special it is to love the work you do, … Continue Reading

16 November
Mag Retelewski

How Design Thinking Enriches Our Process

At Clarteza, we are proud of the consistently creative and unique solutions we offer our clients. Part of our success lies in our process: We apply design thinking and team collaboration, building great solutions through small, iterative steps.

Design thinking is a method that allows a creative and adaptive process to discover the best solution. Our team have been proponents of this approach for several years, applying it in many different facets of our work. Because design thinking is integral to our process, we get the best solutions without losing time, money, or patience.

What is key in our approach is that … Continue Reading

06 January
Mag Retelewski

Where are we going in 2014?

This is one of my favorites: You look at the billboard and the boy is saying “Look!” then he stands up and shows an actual airplane in the sky flying over. Then you learn the actual flight number of that aircraft and its destination. Pretty cool, right?

Another amazing interactive advertising with augmented reality. As you can see the excitement is palatable!

A retail giant also found an interesting way of engaging people and creating the buzz. Take a look:

Oh and this one: “Drag him away”. A great awareness creation campaign for an important cause: “Don’t just stand there, … Continue Reading

26 December
Mag Retelewski

2013 The Year of Relationships



People look for relationships. They are essential to us, and to our well-being. Interestingly, people also long for  brand connections…or relationships, which share a lot of similarities of those, with people.  They identify  themselves with those brands.

Like with regular relationships, brand relationships can have their ups and downs. Ultimately though, if you do      have the bonding, you will be more likely to “forgive” if things don’t go right.

People want to be understood by brands. (Not literally, at least yet!)They like to have products and services that are tailored to … Continue Reading

30 September
Mag Retelewski

The Story of Clarteza

being different

At a certain point of my life I realized that I don’t fit in! I’m sure some of you have felt that way too. After working at big companies for over a decade I realized there might be something I do that’s not conforming to “the rules”. At big companies, I always tried to fix everything, find new solutions, create new departments, and eliminate inefficiencies (and yes this is my pet peeve!). Most importantly, I believed that some rules are meant to be broken. At heart, I was an entrepreneur, but … Continue Reading

26 June
Katy Gajewicz and Mag Retelewski

The real gender gap: How marketers hit and miss the mark on understanding “what women want”

It is wonderful to feel important; who doesn’t want to feel that his or her needs are being heard and met?  It’s the basis of any strong relationship.  And good marketers know this and use it as they carefully target individual consumer groups with relevant products, messages, and mediums.  But when it comes to women in particular, there is a fine line between getting it right… and going about it all wrong.

Take for example, the BIC Cristal for Her Ball Pen. Its description on Amazon emphasizes its sleek, elegant design (“just for her”) and a thin barrel to fit a … Continue Reading

04 April
Mag Retelewski

Understanding Brand Love

Understanding Brand Love

In a recent study, Millward Brown and The Jim Stengel Company compiled a list of the 50 fastest-growing brands, both consumer and business, over a ten year period.  Brands were analyzed in terms of both customer relationships as well as financial value.  The common link between the 50 brands, which cut across categories and segments, including both products and services, was that all of the brands were based on ideals.  The study defined an ideal as a higher order purpose or benefit that the company or brand … Continue Reading

26 February
Mag Retelewski

How to Measure Return On Investment

Last year Clarteza was approached to provide a point of view on Return on Investment (a.k.a. ROI) as it relates to restaurants. We believe, that  ROI is an important issue for any business so we decided to write this piece.

Marketing ROI continues to be one of the most complicated and difficult things to measure, giving those who know how to effectively do it a major competitive advantage. Technology and sophisticated statistical tools play an important and costly role in the ability to effectively measure and predict the ROI but the fundamentals of a marketing mix remain the same. And a … Continue Reading

28 January
Mag Retelewski

From Gray to Clear: Putting the Pieces Together

In our recent post on qual vs. quant research, we touched on one of the critical issues facing market researchers today, the question of how we use, store and re-use data we obtain from the investments we make in research and information.  The amount of data available to us continues to grow in magnitude and scope.  We have qual data, quant data, syndicated data, social media data, competitive intelligence data, all coming at us all the time in … Continue Reading

31 December
Mag Retelewski

From Gray to Clear: Quantitative vs. Qualitative Research

Both quantitative and qualitative research data play important roles in understanding consumers, developing and designing products, and creating effective marketing strategies and executions. Quantitative research provides a wealth of broad-based data on market sizes, demographics, and user preferences and helps us understand differences between groups of people, products and usage occasions.  But, quantitative research can also lead to an over-reliance upon numbers, leading researchers to analyze percentages and statistical significances, rather than people.  Qualitative research, on the other hand, can sometimes lead to biases based on the opinions of a small set of people, at a certain place or time.  … Continue Reading