The Illuminist Blog

5 Ways Your Health & Wellness Brand can Turn Boomers into Evangelists

Posted by Jason Hammond on January 05, 2016

Much has been written about the migration of the single largest generation—Baby Boomers—out of the workforce and into retirement. However, we are now just realizing how this generation is choosing to spend their golden years being more active, more social, and more involved. The evolution of the health & wellness industry can largely be attributed to Baby Boomers who popularized marathon-running, health clubs, and group fitness classes in the1980’s1. Yet many brands have failed to recognize this group’s contribution and continued interest in health & wellness, nor are they prepared to meet the changing demands of these consumers.

The following is a short list of things your brand can do to better serve this segment’s health and wellness needs and build a strong and loyal following:

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The Secret to Great Branding

Posted by Jason Hammond on January 02, 2016

Lean in and listen close— because I’m about to tell you a secret that few outside of the creative field know and many inside of it refuse to concede. The secret to great branding isn’t the logotype, logomark, color palette or the brand guidelines and rules—it’s the Story. This isn’t to say that good or (better yet) great design isn’t important. As a matter of fact I would argue that the Story is the very thing that makes great design possible.  

Study the habits of great designers and top branding firms and
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Why and How You Should Be Shifting Your Web Spending

Posted by Jon Thompson on December 30, 2015

The New Age of Content on the Web


Anyone who has ever managed a website knows how quickly it can become stale and fail to serve your needs. Small changes are never as easy as you hope and large redesigns take far more time and money than they should. Too often, they are outdated before they’re even pushed live. This is largely due to bad habits we’ve learned surrounding what we think it takes to make and maintain a website. And we’re all ready to move beyond this antiquated way of keeping our websites humming.

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The Challenge of Authenticity

Posted by Jon Thompson on December 28, 2015

If you’ve been looking closely at product labels recently, you may have noticed an onslaught of words such as “Artisan”, “Hand-crafted”, “Genuine”, and “Since 19XX.” While many companies have been enthusiastic about joining this trend, it’s important for companies to remember that these buzz words won’t have an impact when there’s not an authentic, shareable story in place to support these fashionable claims. Many brands are struggling to find ways to tout their “authentic” element, but there is a much larger, and more important component of authenticity than printing the word “authentic” or the year you were founded on a label. Consumers want to know the larger story behind the brand—a statement of purpose or values that resonates with them. Many brands are unaware of the authentic stories that are constantly unfolding in connection with their products—just waiting to be told in a compelling manner. Brands would do well to commit ongoing resources to the uncovering and sharing these narratives and by allowing the brand’s consumers be the heroes of these stories; letting their words and actions bring the story to life.

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Groceraunts and the Future of Grocery Shopping

Posted by Jon Thompson on December 01, 2015

Wandering through aisles bustling with shopping carts while passing hundreds of different brands of cookies, crackers and cereals may become a thing of the past. Today’s consumers are no longer looking for a one-stop shop and are underwhelmed by the traditional food shopping experience.

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How to Reach Consumers in a Content Saturated World

Posted by Jason Hammond on November 25, 2015

In a world filled with advertisements right and left, earning a consumer’s loyalty takes consistency and consideration. At the rate of content consumption among today’s consumers, achieving content personalization can seem like a daunting task. Finding a way to give everyone a unique brand experience is a challenge, but it’s worth the investment to deliver content that can truly connect with consumers on a much deeper level.

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4 Ways Millennials Have Changed the Alcoholic Beverage Industry

Posted by Jason Hammond on November 06, 2015

The habits and behaviors of millennials are having a tremendous affect on how we do business. Learn how the attitudes toward alcohol are shifting the industry.

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Let’s Create Something Better Than “Content”

Posted by Jon Thompson on October 23, 2015

When’s the last time you went to a theater to watch “content” or asked your friends if they’ve read any good “content” lately?

Certainly a lot of the material that falls under Branded Content or Content Marketing is worthy of the term: badly rehashed articles, self-serving sales and marketing materials, and tacky faux-dialogs with a social media audience. What if it had the same prestige as cinema, art, literature, or journalism? Attaining even a fraction of the prestige would be a worthwhile improvement.

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2015 Trend Report: The Millennial Shift

Posted by Jon Thompson on August 18, 2015

Millennials have now overtaken the short reign of Generation X. This generation has a different set of values and are looking for careers where they make more than just a paycheck - they want to make a difference. And as consumers, they're looking to purchase from brands that share their values.

Learn more about this shift and the many implications in our 16 page report.

The Millennial Shift Report
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New Offering: Inspiration to Impact Workshops

Posted by Jon Thompson on August 18, 2015

Bolster is now offering Inspiration to Impact workshops to help organizations inspire volunteerism and build a stronger culture of purpose. Building off of themes explored in the feature length documentary THE STARFISH THROWERS (named The Most Heartwarming Film of 2014 by the Huffington Post), these workshops are helping companies lead change from within.

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