The Illuminist Blog

Consumers Stand Beside Brands with Purpose

Posted by Jason Hammond on December 27, 2018

According to a new survey, two-thirds of consumers expect brands to "take a stand" on issues they feel passionate about. 

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The New Era of Six Second Ads

Posted by Tom Schmidt on October 24, 2017

6-second ads have become commonplace on the internet and in social media over the last year. In fact, it’s difficult to find any video without one of those ads preceding it. For companies looking to incorporate 6-second videos into their marketing strategy, Google’s global creative director recently listed 4 storytelling principles that are found throughout the most successful 6-second bumper ads.

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The Battle for Prime Brick & Mortar Real Estate

Posted by Jason Hammond on July 10, 2017

Brick and mortar businesses aren’t dead, but the landscape is changing. As more millennials and baby boomers move into urban neighborhoods, they are creating concentrated areas for retailers and service based-businesses like restaurants and boutique fitness studios, who are all vying for the same prime locations. These businesses know that location can either make or break your business. So how do they win the battle for these prime spots? One answer might be a lot more simple than you might think—The Pitch Presentation. We’ve had a great deal of success helping clients secure locations by developing a creative, thoughtful, story-driven pitches that help bring their vision to life and lend credibility to their concept. Here are 3 things we’ve learned over the years:

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Online at the Store

Posted by Jason Hammond on June 29, 2017

The consumer buying/shopping journey is being dramatically impacted by consumers ability to access real-time product information at any given moment. From product reviews and price comparisons at other retailers to research on your company's sourcing and other ethical practices, consumers are going online while standing in the aisle. These micro-moments make it more important than ever that brands have a consumer-friendly, content-focused approach to their online presence. As the recent Google Article on Mobile Shopping states, “It's less important for a shopper to be present in-store than for the store to be present wherever and whenever a shopper needs it.”  

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4 Steps to Building a Compelling Restaurant Brand

Posted by Anders Holine on May 23, 2017

When branding a new restaurant or rebranding a current one, it can be difficult to know where to start. Maybe you feel just a logo is needed, or a catchy sign outside, but developing a strong and comprehensive brand can be an extremely powerful tool to connect with customers.

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Branded Originals: When should brands become broadcasters?

Posted by Jason Hammond on April 20, 2017

Over-the-top networks like Netflix, hulu, YouTube Red and AmazonPrime (those that you get outside of the traditional cable box model) are becoming the preferred means of entertainment for many consumers. This shift in behavior has dramatically impacted the advertising efforts of many brands who now struggle to find their audience as these new mediums circumvent traditional channels, turning traditional ads into an optional part of the viewing experience. To mitigate this trend, many brands have responded by shifting their advertising dollars to creating pre-roll content or serving up ads via social media channels like Facebook, Twitter, and SnapChat. In response to this perceived invasion, many young consumers—who dislike the pervasiveness of digital advertising—have implemented ad-blocking software. More progressive brands, however, are beginning to discover an alternate way of reaching an ad-weary audience when traditional means are diminished.

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Accountable Eats: Transparency & Cause Alignment for Food & Beverage Brand

Posted by Jon Thompson on February 07, 2017

Never before in history has a food purchase been such a reflection of personal ideology related to health, social issues, and safety as it is today.

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Big Box vs. Boutique: Reimagining the Member Experience

Posted by Jason Hammond on December 15, 2016

There is a quiet war happening in the fitness industry that very few people are aware of. Consumers are migrating away from larger, traditional health clubs and gyms that offer an “everything under one roof” experience in exchange for smaller specialty boutiques such as SoulCycle, CrossFit, and others. This trend appears to be driven by the accessibility of fitness offerings, along with consumers’ (especially millennials) desire to find a workout that meets their needs as both a physically challenging and socially satisfying experience.

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Celebrate Good & Inspire More: 5 Questions That Will Bolster Your Cause Initiative

Posted by Jon Thompson on November 15, 2016

As millennials continue to demand corporate social responsibility and genuine support of the causes they care about from the brands they work for and buy from, there’s an opportunity for brands to engage a new audience in a very meaningful way.  

Have you thought about what causes your organization could partner with to make a lasting difference in your community? Below are a sampling of the most important questions to ask yourself and your team while building a successful cause-related initiative:

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How Do You Measure Success?

Posted by Jason Hammond on October 18, 2016

The question we often hear when we present our case for delivering authentic content is “How do you measure success?” Here are 3 tips to help you better answer this question.

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Watch Your Speed: Feedback Loops in Healthcare

Posted by Jon Thompson on September 28, 2016

We’ve all seen the “Your Speed” radar signs that tend to pop up on busier roads near schools or residential neighborhoods. The blinking warning of your speed causes you to take notice of your speed and slow down if necessary. These signs were first implemented as an experiment, but the stats have since shown that they are quite effective in reducing speeds overall—cutting down on accidents and making neighborhoods safer for pedestrians, cyclists, and motorists alike. The important takeaway from this example is that when we are presented with information about our performance, we tend to notice and improve. Even though we already have speedometers on our cars, calling out our speed and presenting it to us in this manner makes us take notice and change our behavior accordingly. Seeing the immediate feedback of our speed dropping is a reward itself.

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Are You Striking the Right Balance Between Content and Marketing?

Posted by Jason Hammond on September 15, 2016


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