The Illuminist Blog

Jesse Roesler

Recent Posts

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

Posted by Jesse Roesler 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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Celebrate Good & Inspire More: 5 Questions That Will Bolster Your Cause Initiative

Posted by Jesse Roesler 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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Which Story to Tell?: Six Key Considerations When Developing Story-Driven Content

Posted by Jesse Roesler on July 20, 2016

In the past three to five years, there’s been a rapidly growing recognition in the business world that strategic messages become much more meaningful (and a lot stickier) when presented as part of a visual human narrative. Much has been written about storytelling and story structure, but there’s been little conversation around the part of the process that happens before you actually begin the telling itself: story discovery
and selection.

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Cause to Tell a Story

Posted by Jesse Roesler on May 16, 2016

Corporate Social Responsibility has been found time and again to be the leading driver of how Millennials choose to consume and find employment with 84% of them reporting it affects what to buy or where to shop and 78% reporting it affects where they choose to work.

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On Video Length: Is Longer Stronger?

Posted by Jesse Roesler on April 28, 2016

“Push” or “pull” content makes a big difference.

Google recently conducted a test of YouTube pre-roll video length to measure the ad recall and brand favorability of three different length videos (0:15, 0:30 and 2:17). But both the study and AdWeek’s coverage of it failed to note one very important distinction when determining the most effective length for online video—whether the content was “pushed” or “pulled”.

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