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The Psychology of FDNY & Pinterest

After my college life, facing the reality of the real world, like most people, I began to wonder if I got the right degree. I started off in the science world, biology and zoology, but quickly changed my mind to marketing after the likes of Kantian Deontology made my head hurt just trying to pronounce [...]

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Connect the Dots: Volume 1

“Connect the Dots” is a new series where you can gather actual, tangible insights from the blackwhalegroup team on a weekly basis.  Here you will find our favorite, most compelling articles, stories, and blogs we read each week with specific insights to help you drive your brand strategy through the evolving world of digital. Please [...]

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Glocal: Aligning Cultural Insights with a Global Brand

While quickly making my way up the Delta Medallion program, I get the amazing opportunity to see some great things, talk to some interesting people, and think about how brands interact with consumers all around the world. It’s amazing how different the world is and how varying the cultural dissimilarities. As digital and social continue [...]

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Catalyst for Brands

Brand as a Catalyst for Life

I recently had the opportunity to listen to the Global Retail Director for Puma and Global Brand Director for Starbucks give presentations about their respective brands and what they are trying to accomplish from a lifestyle as well as retail perspectives. What was interesting was the air of elevation each described when discussing their vision [...]

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Branding v Advertising: The New Roles

Full disclosure, I’m a bit of a snob (or what I like to say, “Brand Passionate”) when it comes to certain products in my life… computing devices, cars, beer, and whiskey. Without mentioning names, one of my favorite whiskey’s, where I’m on an “order-by-name-in-mixed-drinks-on-the-rocks-or-neat” type of basis, started a huge advertising push with a new [...]

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consumer cartography

FutureCast Brand: Consumer Cartography

Last time we discussed the need to have a very detailed, very defined end state for our brands in order to understand what direction we should be going for the future. All too often, brand managers and marketing executives are too afraid to think about the future, they stick with the traditional brand guidelines and [...]

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FutureCast conversations

FutureCast Brand: Visualize Your End State

Last time we discussed what a FutureCast Brand is; “The brand itself is a living thing, something that evokes response, something that drives change, something that facilitates life;” an amazingly robust statement for something that has long been thought to be merely something for consumers to distinguish between options in a specific product category. The [...]

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