Author Archives: Alix Morrow

Beyond the Webb Space Telescope’s Photos

The dawn of a new era in astronomy is here. Today, we got the first look at the full capabilities of NASA’s James Webb Space Telescope, a partnership with ESA (European Space Agency) and CSA (Canadian Space Agency). If you’d like to go beyond the photos, check out this Podcast [and transcript] on ‘People I (Mostly) […]

The Role of Planning Isn’t to Inspire Creatives

Today, I discovered the Podcast ‘On Strategy Showcase’ through a LinkedIn post about Martin Weigel’s interview. The post said, “the role of Planning isn’t to inspire creatives, but to POINT imagination and resources to the right tasks that matter… we need more conversations that get the industry focused on usefulness, not just inspiration.” To which […]

My Covid Cat

It was in April 2020 when my neighbor alerted me that she had seen my indoor cat outdoors running around. This couldn’t be true for several reasons – most of all because if the cat gets out, I’m usually running around trying to find it. A few days later, I saw the cat she thought […]

Why Brand Planning is More Important Than Ever in 2022

Brand strategy has always been important. It’s how I was ‘brought up’ as a strategist. A recent rise in brand strategy interest can be attributed to market shifts and consumers’ changing affinity patterns. So, what’s changed in the role of brand strategy and how can companies adapt to stay ahead of the competition? Let’s dig […]

Black, Brown, & Rando Pump Selling

A good friend was transferred to NYC to manage a women’s shoe store in Herald Square. Over lunch sometimes, when we were both living in NYC, she would share with me valuable me sales tips. This one day in particular she said, “It’s helpful when you are resourceful and provide what they need – sometimes […]

The Us in Trust

If you’re touching any facet of communications, you’re in for a climb as “trust in all information sources [is] at record lows”. Just like the ‘us’ in trust is important – the ‘and’ in brand is equally as important. Trusted brands close the value-destroying divide between ‘brand’ and ‘performance’ marketing which fosters loyalty, engagement, brand […]