Who are you? What do you do? What influences your behaviors, actions, and decisions?
There are no simple answers to these questions. Yet marketers tragically try to pigeonhole people into them with retargeting ads.
But people are complex. Marketers and brands know this. Whether we admit it, however, is another story. We tend to think our ads are the best in the business. We think they’ll immediately get the attention of our intended audience, and will solve all their problems. The unfortunate reality is no one cares about our ads or us. Why?
Trying to figure out how to market to millennials is the new "is it the year of mobile?" conundrum marketers are fretting about. How can brands get these seemingly uninterested, disloyal hordes of potential customers to fall in love with their brand? How can brands create messaging and ads that move them from awareness to consideration to intent to become mindless brand loyalists willing to buy whatever breakfast cereal the global conglomerate releases this year?
America has become a meme.
Ask the internet, and it’ll tell you the definition of America is a picture of Teddy Roosevelt riding a T-Rex punching Heinrich Himmler in the face or some shit—all with the requisite irony of the generation that made normcore a thing and ruined bacon for everyone.
However, the American experience can’t be reduced to a jingoist fever dream. It’s a bittersweet tapestry of the things we get right and the things we’ve yet to get right. Two weeks ago, it broke our hearts. Last week, it put them back together.
The same can be said for our beer. Some is swill. Some is sublime. It’s the aggregate of all these experiences that defines American beer. The most American beer isn’t a paragon of perfect brewing. It’s real.
We’re generally happy people at Nebo. We like each other. We have a fun, funky office and the work we do can be pretty cool. It’s a good life.
However, it’s not all daisies and roses and Kumbaya up in here. We spend a lot of time together and occasionally the irreverent charm that makes us good marketers can also cause some inter-office friction.
We’re a quirky bunch, but we’re close.
Boy George starts his day with 20 minutes of Buddhist Nam-Myoho-Renge-Kyo chanting. CNN’s Jake Tapper wakes up to email, Twitter, and cups and cups of coffee. For Cheryl Bachelder, the CEO of Popeyes, the day begins with music, reading, and writing her blog. President Obama hits the gym first thing. For Ice Cube, on a good day, his mama cooks him breakfast with no hog.
A lot happens in those first hours of the day. Dan Ariely, the behavioral economist and author of Predictably Irrational, says people are most productive in the morning. “Not immediately after waking, but if you get up at 7am, you’ll be most productive around 8am to 10:30am,” according to Ariely.