Michael SchonfeldinComms PlanningWhat It Actually Means to Build A Lifestyle BrandWe’ve all heard the term “lifestyle brand” before. Clients, advertisers, and marketing professors speak glowingly of their ability to…5 min read·Jun 2, 2017--3--3
Michael SchonfeldinComms PlanningWrite Your Creative Briefs Like A Punk RockerLooking back on the interview process at BBDO, I don’t think it would’ve gone too well had I described myself as loud, edgy or rebellious…5 min read·Apr 11, 2017----
Michael SchonfeldinComms PlanningLessons in Strategic Planning from Sandy Hook Promise’s “Evan”Today, consumers live in a world inundated with ads and content. The more media we consume, the less we tolerate being “sold to” or “talked…4 min read·Mar 1, 2017----
Michael SchonfeldinComms PlanningHow To Win Your Client The Super BowlYou’ve worked tirelessly for months, if not an entire year, since the last big game. Each day, you and your teammates have meticulously…4 min read·Jan 24, 2017----
Michael SchonfeldinComms PlanningDon’t Bench TV Ads Just YetWhy Marketers Need to Keep TV in a “Mobile-First World”3 min read·Dec 13, 2016--1--1
Michael SchonfeldinComms PlanningThe Advertiser’s Guide to Habit & the Human PsycheWe bite our nails when we’re nervous. We play with our hair when we’re bored. We think of these types of routines when we hear the word…3 min read·Nov 7, 2016----
Michael SchonfeldinComms PlanningIt’s Byron Sharp’s World. We’re Just Marketing In ItSix years ago, Byron Sharp’s “How Brands Grow” challenged the conventional wisdom surrounding brand loyalty, purchase frequency and market…3 min read·Oct 10, 2016--2--2
