People Before Brands

Introducing Wieneke’s Customer Value Buckets

March 15th 2017

Everyone’s Uber moment lies somewhere ahead. Ultimately, our customers determine when and how that shift will happen. Meanwhile, leaders seek to make disruptive moves their audiences will value over their alternatives. This week my agency’s newsletter highlighted Wieneke’s Value Buckets, which is a technique I’ve developed to help align cross disciplinary teams around how customer create value for companies. Take a look.

Delighting Kids in Childrens Hospitals: A Valentine for Creative Caregivers

February 14th 2017

Kids have to be kids, even in the hospital. Doctors, parents, friends and even other patients who act on this impulse, create amazing moments – and telling their story to bring out our better angels for Valentines Day seems like a good way to keep the holiday. Check it out, this could start a new Valentine’s day tradition.

Facebook Live Makes Personal Video Must See TV for Healthcare Marketers

January 4th 2017

As published by the Society for Healthcare Strategy and Market Development. Take a look: The Mayo Clinic, UNC Healthcare, Children’s Hospital of Wisconsin, Ohio St University Wexner Medical Center – along with a few healthcare luminaries are all saying that personal video is now very much on the table for healthcare marketing.

The Market Basket strike: valuing people builds a brand

January 28th 2016

In this video from the Delight Conference, I pull out some stops to tell the story of Market Basket which has become one of New England’s most storied brands and a frequently cited case study in public relations, negotiation and designing for delight.

Boston Hosting the Olympics is Like Winning a Beauty Contest in Prison

January 11th 2015

The idea that planning a two week party for nine years will somehow better our focus Boston’s civic efforts that responding to real needs is at once the most optimistic and cynical gambit imaginable.

A Scout is Equal: The LGBT way forward for the BSA

May 30th 2013

Last week’s vote to welcome gay members throughout the movement was an immense step forward for Scouting, framed in respect and a belief in integrity.. While the Scouts still have more change ahead, there are things that advocates of equality can do today to make discrimination a thing of the past in Scouting, and its time for us to step up to welcome change.

Why No One is an Agency Anymore, and Why No One Cares

March 3rd 2013

I’ve been seeing quite a few agencies claiming to be “anti-agencies”. There are lots of reasons why the agency business model should evolve, but new ways of creating value rarely start with positioning.

MBTA Advertising Mixes Disdain and Disregard

February 27th 2013

As the MBTA approaches an important political season, its Courtesy Critter campaign and other communications shows tone deafness when it comes to talking with customers as peers. Is this really how the Athens of America talks to its self?

Finally a Creative Use of QR Codes That is Awesome-ball Cool!

November 9th 2012

You may recall that I’m a bit of a QR code skeptic. However – here’s an idea that I think lights up an amazing canvas for marketers and consumers. And since its on whiskey bottles, I’m only too eager to help you and test this out.

What I Found at Caine’s Arcade, a Few Minutes of Fun

July 3rd 2012

This Spring, Caine Monroy became famous in some parts because of his cardboard arcade. Patricia Yuse visited the arcade, and shares some thoughts about what causes viral movements to grow.