February 23, 2017

Setting Your Brand Apart: Four Steps to Content Marketing Success

When I started my career, brands primarily told their stories via mass media channels: running ads on TV, pitching stories to print outlets, and putting up billboards. While these tactics are very much still part of the marketing mix, significant shifts during the past decade have presented new opportunities and challenges. In short, due to the rise of peer-to-peer sharing and the fragmentation of the consumer audience, brands now have the potential to become media channels of their own—or become irrelevant if they remain inert. The most successful brands are responding to this new reality by developing robust content marketing strategies—the means by which they harness and tell their best stories in a way that’s aligned with overarching strategic goals.
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December 26, 2016

Asher Digital Team’s Predictions for 2017

2017 is bound to be a big year for advertising – and with a new year comes new trends. Here’s what Asher’s Digital Team thinks is coming – or leaving – in 2017.

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September 30, 2016

CAN A PERSON AGE 20 YEARS IN JUST THIRTY SECONDS?

That was the critical question Asher faced on a recent television commercial shoot for SUBWAY® Restaurants.

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September 27, 2016

Advertising Awards Don’t Matter

Sure they don’t.

That’s why, last year, agencies submitted over 40,000 entries to the Cannes Lions International Festival of Creativity.

The American Advertising Federation’s three-tiered award program – called the ADDYs – generated another 40,000 entries. And, that’s just two of the big ones.
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February 17, 2016

Mind the gap: adapt your marketing expenditures to match changing consumer behavior

There’s a phrase that aptly describes the disconnect between where today’s consumers spend their time and where marketers spend their money: it’s called the “eyeball-to-spend gap.” And it could mean the difference between effectively and efficiently reaching your audience with ad dollars or wasting those dollars on channels that aren’t getting enough eyeballs on them.

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