Posts by Dave Sutton

The Risks and the Rewards of Courting Controversy

Have you seen that new Gillette ad yet? If you haven’t, you’ve been hiding under a rock. As with most viral videos, there have been hot takes aplenty. Was the ad too hard on poor dudes? Was it condescending to women everywhere? Was it too much, not enough, too current, too Victorian, too long? In…

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Do Feelings Matter in Marketing?

In retail marketing, the short answer is Yes, of course feelings matter. Successfully inspiring consumers to associate a brand with a certain emotion or mood has long been considered the pinnacle of modern retail marketing. The long answer, however, is more complicated. It’s still a Yes—but not for the reasons you’d think. Essentially, in the…

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5 Essential Marketing Productivity Hacks

A productive marketing department works at peak performance every day and has an outsized impact on accelerating the growth of a business. However, given the pace of change across the global economy, increasing productivity in the marketing department can be an enormous challenge for the CMO and a discipline that needs constant care and feeding.…

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3 Reasons Online Gambling Brands Have Top Odds

Though gambling is a much debated and often banned activity throughout the world, it continues to grow in its various forms. In recent years, online gambling has emerged as the most popular and fastest growing consumer entertainment. The gambling industry has always been driven by marketing and technology innovation, and hardly a month passes before…

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Is Retail About to Get a Face Lift?

lolli and pops uses facial recognition technology

I have written many times before about how AI is changing the landscape of marketing. It gives marketers the opportunity to reach more people while delivering personalized, relevant and timely content to them. Particularly interesting, is the use of AI in the retail industry. Many people fear that e-commerce giants threaten the existence of local…

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Top 10 Most Popular Marketing Articles of 2018

In the spirit of the New Year, we at TopRight spent some time taking stock of the past year. What worked well, what didn’t, and what should we do more or less of in the next twelve months? When it comes to blogging, the answers are often surprising—some unsuspecting little pieces were enormously successful, while…

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Brady Services

Making Innovation Real Challenges Brady lacked a clear understanding of market perception of their legacy brand, both from internal associates as well as customers and prospect. The desire to shift to a new brand position is challenged by an observed inability to communicate a clear, understandable description of both the current brand platform as well…

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The Growing Pop Up Empire

How popular are pop ups? Since 2010, it’s ballooned to a $50 billion industry. That’s pretty popular. But their appeal extends far beyond just a quick holiday fix, since pop ups occur year round now and tend to remain for far more than just a day or two. Pop ups are, it seems, here to…

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Evolutions in Brand Equity

In the wake of shifting consumer demands, technological transformation, and oversaturated markets, it’s become necessary for today’s brands to be more customer-centric than ever. There’s an enormous need out there (still!) to provide consumers with a simple, clear, unique, and fully aligned experience. Those who don’t see this—and refuse to put the force of digital marketing…

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Transforming Nonprofits

As some have noted in recent years, the embrace of marketing concepts and practices has transformed the nonprofit landscape. I read recently about a push for the donation of unused frequent flyer miles and was struck by what a great and clear-headed example of the alignment of marketing and fundraising this was. Clearly nonprofits have…

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6 Mistakes Nonprofits Make All the Time

Christmastime is upon us, and the nation’s nonprofits are on full blast till the end of year. There’s Make-a-Wish, Robin Hood Foundation, Action Against Hunger, and so many others. All in all, every last one has an important message for the world. So, who gets your donation this season? Or who deserves it? Often, only a…

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