fep-blog-hero-bg-1.jpg
fep-logo-for-site.png

How to create change one behavior at a time.

How Do You Market Position a Behavior?

By Peter Mitchell October 15, 2018

We’ve all seen product positioning — Aquafresh versus Crest, Avis versus Hertz, and so on. But..

How to Keep Your Traffic Safety Campaign from Putting People to Sleep at the Wheel

By Sara Isaac August 16, 2018

Let’s make one thing really clear: people are not in the market for traffic safety campaigns...

Why Branding Isn't a Four-Letter Word

By Karen Ong March 1, 2018

This article about how Gainesville, Fla., is “debranding” itself was shared in our office the..

Do Awards Make Ad Agencies Better or Worse?

By Peter Mitchell & Jesse Taylor February 23, 2018

 We’ll admit it: We love winning awards. We like the praise. We like the attention. We like..

Why Clever is King in Social Marketing

By Rob Gould October 18, 2017

When it comes to defining the field I’ve labored in for almost 40 years, I’m a..

Want Breakthrough Creative? Here's How to Test for It

By Robert Bailey July 27, 2017

Let the bad guy win every once in a while

How to Keep Research from Ruining Your Creative

By Zack Boileau July 20, 2017

While opinions may differ over how important it is to pre-test advertising with target..

How to Tell If an Agency Really Does Behavior Change

By Sara Isaac January 27, 2017

Until just a year or so ago, I often had to spend a lot of time explaining what I do. Outside of..

Designing for Non-Conscious: Don't Think. Feel.

By Karen Ong November 28, 2016

The reality is people think a lot less than they think they think. As I mentioned in a previous..

How a Design Choice Reduced Anemia in Cambodia

By Sara Isaac February 10, 2016

The Skimm today had a link to the Lucky Iron Fish, a buy-one-give-one Tom's-type social..

Communication Tip: People Don't Read

By Karen Ong February 10, 2016
I was working away in our Alexandria, VA office the other day when I heard a weird noise just..

What is Branded Content? And Do I Need It?

By Ben Purse September 4, 2015

It's Friday before a long weekend, so we won't make you read. Instead, you can watch. Here's a..