B2B Success: Going Beyond What You Already Know

You’re constantly thinking about your potential customers. How old are they? Where do they live? What do they do? How much money do they make? What causes do they support? What are their pains, and what kinds of budgets do they have to address those pains? Here’s a quick exercise. Look at the following examples […]

You’ve Cat to be Kitten Me: A Quick Lesson on Cats in the Media

I recently switched desks, moving to another section of the office. As I broke a sweat hauling a bookshelf, client folders, pictures and knick-knacks to my new space, I realized how much of my stuff is cat-related. Cards. Cat butt magnets. My day-by-day tear-off calendar. A sticky note dispenser. (Mind you, these things were given […]

Epidemic Models and Your Brand’s Story

Think of the last influential brand story you came in contact with. Got one? Perfect. Need a little help? How about Dove’s Campaign for Real Beauty or the eccentric Old Spice Guy? Now keep those in mind. The mathematical theory used to predict the spread of diseases is known as epidemic models. The simplest model […]

HUBgrown Q&A: Melanie Cohn, Dunkin’ Donuts

HB recently sat down with Melanie Cohn to discuss social media strategy, the Boston business community and her role at Dunkin’ Donuts.

Is Boston Consumed by B2B?

If you’ve read our previous HUBgrown posts or if you’re following our tumblr page, you may have noticed a trend—much of the content thus far has focused on Boston’s B2B tech scene. That is in large part because it’s the way I have approached this series, but that’s about to change. Why? Because the conversation […]

The Value of Incentives

Potty training. Parents with children who have gone through this process, are going through it or will be going through it: you have my sympathy. When you really think about it, the idea of using a toilet is a foreign concept to a toddler. What’s the real value for them if they’ve been getting their […]

March Madness Ad Spend

For so many of us, March Madness is a yearly ritual: brackets, betting, beer and burgers. And now, the Final Four is just around the corner.

Why I hate it when you like it!

How we love to “like.” We use the word constantly and with little thought. Like has become the milk-toast of affection. Not that it ever meant much; I remember using it when a high-school girlfriend asked what I thought of her brother who consistently threatened to beat me up. “I like him,” I cautiously said.  […]

Adapting Our Behavior

A poison dart frog in Peru is evolving before our eyes.

What B2B Can Learn from Burt’s Bees – Shifting the Why of Your Business or Service

Burt’s Bees’ new campaign, “Uncap Flavor,” offers insight into how strong messaging can shift the reason for purchase in a customer’s mind. The campaign is highlighted in this New York Times piece, which explains how the lip balm industry has changed its marketing strategy from a functional message (curing chapped lips) to a message about […]