Take a look at the homepage of most company websites and you’ll notice a pattern. “We’ve been in business for 25 years.” “We’re industry leaders.” “Our team is passionate about excellence.” “We provide innovative solutions.” The problem? Your customers don’t wake up thinking about your company. They wake up thinking about their problems. They want...
As America celebrates 250 years of independence, it’s worth taking a moment to reflect on something many of us rarely stop to appreciate: what an incredible privilege it is to own, lead, or work in a business in this country. We often get caught up in deadlines, budgets, customer expectations, regulations, and the day-to-day challenges...
Most companies don’t have a marketing problem. They have a courage problem. In boardrooms and marketing meetings across the country, the same conversation happens every day: “Let’s not do anything too controversial.” “Let’s stick with what we’ve always done.” “Let’s not take any chances.” On the surface, that sounds responsible. After all, risk is something...
On paper, the brief is straightforward. Capacity. Dates. Budget. Brand alignment. Amenities. But anyone who has worked closely with meeting planners knows that’s just the surface. The real decision-making happens in the margins – in the things that rarely make it into the RFP, but ultimately determine where the business goes. Here’s what meeting planners...
Meeting planners are inundated. Emails. LinkedIn messages. Cold outreach. “Just checking in” follow-ups. Most of it gets ignored. Not because planners are dismissive, but because the majority of outreach feels interchangeable. Same language. Same promises. Same lack of relevance. So, what actually breaks through? Here’s what 78Madison has concluded (from years of trial and error)...
Imagine your brand walking into a room. Not your logo. Not your website. Not your tagline. Your brand as a person. Do people lean in… or slowly look for the nearest exit? It’s a simple question, but it cuts straight to the heart of brand voice. Because whether you realize it or not, your brand...
Marketing is noisy. Every week, there’s a new “must-do” trend, a new platform to master, or a new tool promising to transform your business overnight. But let’s be honest, most of it doesn’t matter. And for clients and businesses trying to make smart decisions, clarity is more valuable than chasing every shiny object. So, how...
There’s a moment – brief, almost imperceptible – when your audience decides what to do with you. Stay… or leave. Lean in… or scroll past. Engage… or ignore. That moment lasts about seven seconds. And in today’s environment, it’s often even shorter. We like to think people carefully consider messaging, weigh value propositions, and thoughtfully...
“Advertising doesn’t create a product advantage. It can only convey it.” Bill Bernbach. Now, many of you who are practicing modern day marketing might be saying to yourself, who the heck is Bill Bernbach. Well, it takes a real ad junkie to know that Bernbach was the godfather of modern advertising. One of the greatest...
This may be the last year we formally rate Super Bowl commercials. Like a lot of things in culture, the sizzle feels like it packed up and left the building. We’ve been circling this thought for a few years now, but this season made it unmistakable: the “commercials” are no longer the event they once...