industry thoughts from Clarteza

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

The term “re-frame” has never been more appropriate than in marketing today.

It is apparent that a massive paradigm shift in the way marketers approach their marketing and communication plans is well underway (for those who haven’t previously embraced it).  For years now, front-loaded plans where the bulk of thought and resources are spent influencing the consumer well before she sets foot in a store have been giving way to a more holistic approach where the integration and synergy of brand messaging across multiple consumer touch-points is not only important, but essential.  But more recently, the key player in the game … Continue Reading