I’m a communicator.

And the moment you meet me – I immediately inform you that my family is Albanian, I’m from Akron, Ohio, and I love to be outside.

I’m not sure why I find it necessary to rattle off these stats. It’s most likely an attempt to prepare people for a relatively simple approach to life.

But like many people, I struggle to maintain the unassuming and unaffected life that my family has lived for generations.

Well, here’s my guide to embracing life’s simple pleasures and staying true to my roots …

1. Get outside! Spending time outside is a great way to reconnect with the planet and all of its gifts. And enjoying nature doesn’t necessarily need to be an activity that takes place in the great outdoors. You can incorporate plant life, natural elements like stones and sea glass, and even grow vegetables in your home. Trust me – it’s a slam-dunk when you’re able to sit in your home and connect with nature

2. Superfoods and plant-based ingredients are where it’s at these days! Calorie sparse and nutrient dense – these foods are packed with nutrients that we need but cannot make ourselves. Greens, fruit and nuts, seaweed, and herbs – these foods pack your diet with easily digestible vegetables, beneficial fats, protein, vitamins, enzymes, and other nutrients.

The Glowing Green Smoothie, which comes from the author of the Beauty Detox Solution and celebrity nutritionist Kimberly Snyder, is my favorite recipe for a plant-based lifestyle. Throw these fantastic ingredients into a blender and enjoy – it’s a life changer!

~ 1 ½ – 2 cups very cold, filtered water
~ 6 cups spinach, chopped
~ 5 cups organic romaine lettuce, chopped
~ 2 stalks of organic celery
~ 1 organic apple, cored and chopped
~ 1 organic pear, cored and chopped
~ 1 organic banana
~ 1–2 tbsp. fresh organic lemon juice
~ ½ cup of organic cilantro

3. Music – put on some tunes and reminisce. It’s amazing how easy it is to change your mindset with music that whisks you away to days gone by.

4. Stay connected with your family and friends. The people who’ve seen you grow (and still love you) are the most important people in your life. It keeps you honest.

5. Read. And re-read. Let books have a solid place in your life, and seek out messages that feed your soul. Americans don’t have to look far for entertainment, but more often than not – what we really need to do is disconnect from entertainment and reconnect with stories that prepare our hearts and minds for the challenges we’ll face.

“Simplicity is the ultimate sophistication.”  ~Leonardo da Vinci

(photo source: ilovemypit via Flickr)

Literally, the premise of the app is to draw something.

Here’s how it works: along the lines of Pictionary, you pick a word from a list of three, and then create a drawing that best represents what that words is – on the back end, someone, could be a Facebook friend, tries to guess what your drawing is. If they guess correctly, points are awarded. Once points add up, you can buy cool things (I think they’re cool, at least)… like, new colors, or lifeline-like hints to help guess drawings.

And that’s really just about it. It’s digital Pictionary with friends through social media.

Now, I’m certainly not an artist, and I don’t work in creative, but doodling is my serenity.

Ask me to draw a forehead, and I’m going to give you an elaborate piece that displays my liking for doodling faces.

Ask me to draw a hobo, and I’m going to give you one sad man with nowhere to go.

Give me the word, “harry,” and I’m going to draw you the best damn Harry Potter that I can.

Though, Draw Something’s users have been on the decline over the last month, I can’t help but remain addicted, and it appears that there are some other unexpected folks that see this platform for a little more than what it is, too.

Personally, I think it’s a blast, and not just because I’m a fan of all things art-related, but because it forces you to think – allowing you to not have to rely on artistic skills, but the ability to conceptually depict something.

As it turns out, that “forcing you to think” concept is beginning to catch on.

Take, for example, Muse Amsterdam, an ad agency based in Amsterdam, that’s using Draw Something to recruit young creatives with their “Drawsome Intern” initiative.

And then there’s the fact that Draw Something is forcing us to think about brands – and probably without actually realizing it.

Most recently, Draw Something launched a new ad model that allows brands to drop their own words into the mix – you could be drawing words like, “Coca-Cola” or “Doritos,” and at the root of it, you’d be engaging with a brand without ever making the association.

Fascinating or overkill?

I’ll say fascinating. Why? Well, over the last month or so, I’ve found myself contemplating words like “puck,” “hockey,” or “Zamboni,” and thinking nothing of it.

Turns out, the National Hockey League is among the first advertisers to buy terms related to hockey – and with the playoffs under way, this all makes sense. They’ve even gone as far as creating a Pinterest board titled #DrawNHL, where they pin some of the drawings they receive – already boasting 2,466 followers.

The takeaway? Simplicity can go a long way; two words, “Draw Something,” and the idea of digital Pictionary, have created a lot of fun – for consumers and brands.

Do you have a killer Draw Something drawing that you’re looking to show off? Tweet it to us at @connellyagency, we’d be happy to pay you a few compliments.

Want to Draw Something with me? Shoot me a note @thom_taelour, and let’s make it happen.

“What do you want for Mother’s Day?” my husband asked the other day. Really? What I want is a day when the kids play nicely together, do what I tell them, let me sit and read a book, eat all of their dinner (that someone else cooked), snuggle with me while we read a book that everyone agrees on, then get in their beds and stay there for the night.

Oh, and I also want world peace, a cure for cancer, and the end of poverty and hunger.

Realistically, what I’ll take is this: sleeping past 6:00 a.m., time to go for a run along the seawall, a ‘big squeeze’ (frighteningly close to a chokehold) from my four year old daughter, the chance to sing a lullaby to my five year old son while he isn’t too old to be embarrassed by my affection, to whisper confidences and share laughter with my seven year old daughter, and a night talking with my husband instead of sitting on the couch with my laptop trying to wrap up some outstanding work. (You catch that, Steve Connelly? Don’t expect me to have anything ready for Monday morning).

Almost eight years into the maelstrom of Motherhood, I’ve learned this much: Toss your ideals out the window and embrace the best of what you get. Life as a mom is messy (really messy) and the most meaningful moments with your kids aren’t scripted, they come at you out of the blue.

From Day One, kids let you know that many of your expectations for them are way out of whack. Growing up, I always said my kids were going to be like the von Trapps, marching around the house and responding with precision to my orders. My mother would smirk when I assured her that’s how it was going to be. Last I checked, sweet little Gretl did not descend the stairs at the grand ball buck-naked like my youngest did last weekend in the middle of her big sister’s First Communion party. My mother was a wise woman.

Being a mom means letting your kids be who they are, not who you want them to be. A lifelong athlete, I could feel my blood pressure skyrocket as my oldest chased her shadow instead of going to the goal, then handed her coach a bouquet of dandelions as she exited the soccer field. When her Irish Step teacher told me last week “your daughter is a natural dancer,” I’ll admit I died a little inside. But to see the joy and focus on my daughter’s face during class – and her slip jig while brushing her teeth – makes my heart swell with pride and lets me know we’re doing right by her.

All moms learn to compromise. You can’t have it all or do it all. Things rarely work out according to your plans. And that’s okay. You just decide where you’re going to stick to your ideals and you let other things go. Then you hold tight to what you get – a hand slipped in yours when you don’t expect it, three kids laughing together at a shared joke, and pure love that takes your breath away.

Happy Mother’s Day from Connelly Partners. We wish you a day full of love delivered in ways you didn’t expect…and 30 minutes of quiet.

After recently reading Alyssa Toro’s blog post, “Can a good idea withstand the pressures of 2012,” it got me thinking… as a brand leader, it’s my job to make sure I’m giving our creative teams the inspiration that they need in order to come up with great ideas, especially, under the pressures described by Alyssa.

Am I doing my job?

Have I created a platform that is worthy of inspiring a great idea? Well, if I haven’t, then I run the risk of catching work that’s off-strategy, biased, or just plain expected – and that may just be my fault.

There are a million reasons why great strategy is also challenged today: Our clients dictate the genesis of our creative. Our products and content may be boring. Our internal or external audiences may have a limited capacity for “fun.” Our budget may be small or REALLY SMALL

There is also a host of mandates that need to be considered: Imagery and copy that is fundamentally “appropriate.” Who may or may not be offended by the content and message. What can or can not be said “legally”

Then, of course, there’s “subjectivity.”

The list goes on and on.

Guess what? It is my job to challenge this list each and every day.  Because if I don’t, there’s another agency out there that will. And when they do, clients will respond. They will appreciate the passion, and the resulting creative will break through, ultimately, making a difference.

A great example would be health care. With its complicated features, big political baggage, and a limited ability to differentiate − marketing can be a challenge. But, who would have thought health care ads could actually be entertaining?

In my opinion, the alignment of a smart client, an inspired strategy, and a refreshing creative concept is what has been able to give a new face to health care advertising – and this has been clearly demonstrated in the latest Tufts Health Plan TV spots.

Where did we succeed? Well, we had a client who understood the need to connect in a way far beyond the boundary of product features. We found that if you challenge yourself, and you challenge your clients to think outside the box of what could be considered the safety zone, then your efforts will pay off, and will be recognized in the creative process.

If you’re willing to push beyond the “safe” messages that you know will get approved, you’ll be surprised to find that even the most conservative of companies will respond.

In the Tufts Health Plan case, we had a solid brand foundation, and we coupled that with refreshing consumer insight that led us to a unique strategy and creative approach.

Client, agency, and consumer were all on the same page – very, very refreshing.

So, the next time you think about creating a strategy or a marketing message for your brand or product, ask yourself the following questions: Am I communicating a clear customer benefit that my audience will care about? Is the clear benefit being overshadowed by other mandatories? Is my message or approach unique? Am I giving someone a good reason to act or believe in my brand/product?

Inspiration can come in many forms. It can initiate from our personal lives, as well as our professional ones. Pay attention with your eyes, ears and heart. Challenge yourself to capture special moments in a way that will translate and connect with others. If your strategy doesn’t get you excited – it’s time to try something different.

Connelly Partners is a family. A large, loud and slightly dysfunctional one – but really, whose isn’t?

And whose family isn’t complete without a unique brand of celebrations? Birthdays, Thanksgiving, anniversaries, national “Talk like a Pirate” day, Red Sox Opening Day, baby showers, bridal showers, Cinco de Mayo – give us a reason, and we’ll throw a party to honor it – CP-style.

You may be asking, what’s a celebration without food or drink?

Behold, in celebration of celebrations (and because I love food), I present to you a collection of Connelly Partners’ staffers’ most beloved go-to party recipes – the ones we love and go back to time and time again. Tried and true “family” recipes passed down from generation to generation, with a little something for everyone in the mix.

Take a gander and bon appetite!

Have a favorite recipe that didn’t make the list? Have you made something new that you’d like to share? Post your thoughts in the comments section below.

CP’s Top 10:

SPICY PEPPERONI STROMBOLI (Courtesy of Carissa DiCenzo)

Ingredients: (Makes 2 Stromboli)

• 2 (16 oz.) packages of refrigerated pizza dough
• 2 (8 oz.) bags of shredded part-skim mozzarella cheese
• 1 (7 oz.) bag of pepperoni
• 1(10 oz.) jar of Pastene Italian Style Pepper Salad (use 3/4 of the jar if you want it less spicy).
• ½ cup of Parmesan cheese
• 4 eggs
• 1 egg white (for egg wash)
• 2 tsp. salt
• 1 tsp. black pepper
• 2 tsp. dried basil

Directions:

1. Preheat the oven to 375°. Grease a large baking sheet and set aside.
2. Give the pepper salad a rough chop, and then mix it in a large bowl with the mozzarella cheese, pepperoni, eggs, Parmesan cheese, salt, pepper and basil.
3. Roll out one of the balls of dough in a large rectangle. Spoon half of the mixture on the pizza dough, leaving a 1-inch border.
4. Take the egg wash and coat one of the long edges of the pizza dough with a pastry brush. Starting on the opposite long end (the one without the egg wash), start rolling up the pizza dough into a cylinder looking shape. When you get to the end, pinch the edges of the dough to seal it.
5. Place on the baking sheet, and repeat steps 3 and 4 for the second Stromboli.
6. Brush the top of each Stromboli with some of the leftover egg wash, and a sprinkle of basil.
7. Bake until the tops of both Stromboli are a golden brown and start to crisp (about 25 minutes, but can vary with each oven).
8. Remove from the oven and let the Stromboli cool for about 10-15 minutes. Transfer off the baking sheets and cut into slices. Enjoy!

GRASSHOPPER BROWNIES (Courtesy of Lena Cabral)

Ingredients:

• Nonstick cooking spray
• 1 box brownie mix
• 2 eggs, or as many as needed for mix
• 4 tbsp. oil, or as much as needed for mix
• 1 cup chopped chocolate-mint candy, such as Andes®
• 1 cup crushed chocolate sandwich cookies, such as Oreo Cookies

Directions:

1. Preheat oven to temperature indicated on the brownie mix box. Line a baking pan with parchment paper or aluminum foil and spray it well with cooking spray (or use a non-stick baking pan).
2. Prepare mix according to package directions, stirring half of the candy into the batter. Transfer to the baking pan and sprinkle the remaining candy and crushed cookies over the top.
3. Bake according to package directions, until a toothpick inserted in the center comes out clean. Cool completely before cutting.
4. Heads up: Cutting these guys gets a lot easier if you refrigerate them once they’re cool – they’re also deliciously fudgy when served cold!

BUFFALO CHICKEN DIP (Courtesy of Christine Meahan Sullivan) * Best served with blue chips!

Ingredients:

• 3 large boneless chicken breasts
• 1 bottle of Ken’s Buffalo Wing Sauce
• 1 bottle of Ken’s Chunky Lite Blue Cheese dressing
• 1 package of Neufchâtel Cheese

Directions:

1. Bring a pot of water to a boil. Once the water is boiling, add the three pieces of chicken breast. Cook these for about 15 minutes on medium heat to make sure they are cooked through and easy to shred.
2. Remove the chicken from the pot, put them in a mixing bowl and using two forks, go to town shredding the chicken apart into millions of thin strands.
3. Preheat the oven to 350°.
4. Once all the chicken is shredded, heat up the cream cheese a little bit in the microwave so it’s softer and easier to mix. Combine the cream cheese and the chicken and mix that together until they are really blended.
5. Once that’s done, add half the bottle of the blue cheese dressing and three quarters of the bottle of the Ken’s. If you like it spicy, use more!
6. Transfer the dip into a baking dish, and place it in the oven until the sides are bubbling.

–

CHOCOLATE PEANUT BUTTER CRISPIX, OR “CRACK” (Courtesy of Natasha O’Rourke)

Ingredients:

• 1 package (6 oz., 1 cup) semi-sweet chocolate morsels
• 1/4 cup peanut butter
• 6 cups Kellogg’s™ Crispix® cereal
• 1 cup powdered sugar

Directions:

1. In large microwave-safe bowl melt chocolate on high for 1-½ minutes, stirring every 30 seconds. Stir in peanut butter.
2. Add Kellog’s Crispix cereal. Stir until evenly coated.
3. Place powdered sugar in 2-gallon, zipper-type, plastic bag. Add cereal mixture. Close bag and gently toss until evenly coated. Store in airtight container in refrigerator.

MARGARITAS (Courtesy of Scott Madden)

Ingredients:

• 1 quart of fresh-squeezed lime juice
• 2 quarts of any brand margarita mix (make sure it doesn’t have alcohol already in it)
• ½ of 750ml bottle of Hornitos™ Reposado Tequila (or any other reposado tequila with 100% agave – it’s the 100% agave that’s important in this recipe)
• 2 cups of Grand Marnier®
• 1 cup of Triple Sec

Directions:

1. Stir together all ingredients in a pitcher
2. Pour over crushed ice in a salt-rimmed margarita glass with a slice of lime

OHIO BUCKEYE CANDY (Courtesy of Cristina Hilbert)

Ingredients:

• 3 cups creamy peanut butter
• 1 ½ sticks butter, softened
• 2 lbs confectioners sugar
• 4-5 small containers of microwaveable dipping chocolate

Directions:

1. Combine peanut butter, butter and confectioners sugar in large bowl until well incorporated into a dough-like mixture.
2. Roll peanut butter mixture into teaspoon size balls and place on baking sheet covered in wax paper.  Chill in refrigerator 5-10 minutes.
3. Melt dipping chocolate.  Dip peanut butter balls into chocolate with toothpick until mostly covered, but leave a dime-sized circle on the top.
4. Cool in refrigerator on wax paper.  Enjoy!

WHALE TOTS (Courtesy of Jonah Hulbert) Adapted from the Lower Depths’ “Kenmore Tots”

Ingredients:

• 2 packages of frozen tater tots
• 6-8 strips of bacon
• 1 package of shredded Cheddar cheese
• Freshly squeezed lime juice from one lime
• Small jar of mayonnaise
• 1 small can of chipotle chilies in adobo sauce
• Salt and pepper

Directions:

1. Prepare tater tots according to package directions.
2. Cook 6-8 strips of bacon; drain and crumble to use as topping.
3. For the aioli sauce, in a small bowl, combine ½ cup of mayonnaise, lime juice, a tbsp. of chipotle chilies, salt and pepper. Taste and adjust ingredients to taste.
4. Once tots are out of the oven, top with cheddar, bacon crumbles and drizzle with chipotle aioli.

CRÈME BRULEE FRENCH TOAST (Courtesy of Megan Eckroth)

* Prepare the night before and bake just before serving

Ingredients:

• 1 stick unsalted butter
• 1 cup packed brown sugar
• 2 tbsp maple syrup
• ½ tsp rum extract
• 1 loaf country style bread (I usually use the large soft italian loaves from the grocery store and buy two – it usually takes more than one loaf)
• 6 eggs
• 1 ¾ cups half and half
• 1 tsp vanilla extract
• 2 tsp Grand Marnier®
• ¼ tsp salt

Directions:

1. Butter a 9×13 baking dish
2. In a small saucepan over low heat, melt butter with the sugar, maple syrup and rum extract. Pour the mixture into the dish.
3. Cut the bread into 1 ½” thick slices and arrange in one layer in the dish, squeezing tightly so there is no space between them (I use as much bread as possible)
4. In a bowl, whisk the eggs, half and half, vanilla, Grand Marnier and salt. Pour evenly overly the bread. Cover with plastic wrap and chill at least 8 hours (overnight) or up to one day.
5. Let the dish sit at room temp for 30 mins before baking. Bake at 350° for 35-40 minutes, uncovered, until edges are golden and a little crusty.
6. Serve with powdered sugar and maple syrup.

SPINACH PULLAPART (Courtesy of Sarah Lewis)

Ingredients:

• 3 tbsp. butter, melted
• 1 ½ teaspoons garlic salt
• 1 package (8 oz.) cream cheese, softened
• ¼ cup mayonnaise or salad dressing
• ¼ cup grated Parmesan cheese
• ½ cup (2 oz.) shredded mozzarella cheese
• 1 box (9 oz.) frozen chopped spinach, thawed, squeeze to drain and finely chopped
• ½ tsp. basil leaves, if desired
• ¼ tsp. pepper
• 2 cans (8 oz. each) Pillsbury® Garlic Butter Crescent Dinner Rolls (16 rolls)
• 1 cup marinara sauce, heated, if desired

Directions:

1. Heat oven to 350°. Spray 12-cup Bundt cake pan with Crisco® Original No-Stick Cooking Spray. In small bowl, mix butter and ½ teaspoon of the garlic salt; set aside.
2. In medium bowl, mix cream cheese, mayonnaise, Parmesan cheese, mozzarella cheese, spinach, basil, pepper and remaining 1 teaspoon garlic salt until blended; set aside.
3. Unroll crescent dough; separate into 16 triangles. Cut each triangle in half lengthwise to make a total of 32 small triangles. Stretch or press one triangle slightly, being careful not to tear it. Spoon 1 tbsp. spinach mixture onto center of triangle; pull dough around mixture into a ball. Press edges to seal. Repeat with remaining triangles.
4. Roll each ball in butter mixture; layer in pan. Bake 35 to 40 minutes or until golden brown. Cool 5 minutes. Place heatproof serving plate upside down over pan; turn plate and pan over. Remove pan. Cool 10 minutes longer. Serve warm with marinara sauce on the side.

CP THANKSGIVING CRANBERRY JELLY (Courtesy of Justin Vogt)

Ingredients:

• Can(s) of cranberry sauce, whole or jellied

Directions:

• Open and enjoy

What’s the secret behind good advertising? Is it an irresistible food shot? Is it a witty headline that draws us in? Or, is it a strategic media plan that hits you at the right place right time? I’m here to say, it’s none of the above. The secret can be revealed in three words: Mustaches. And. Beards.

What makes ‘staches and beards so perfect for advertising? They’re versatile. They’re Majestic. They’re Powerful. It says you mean business when it comes to fixing things, like engines and broken hearts. And then there’s the softer side – sensual and warm.  The side that says, “I’m going to take care of you forever… after I cut down this tree, and wrestle a puma.”

Exhibit A:

Facial hair has become not only a key part of ads, but also ad agencies themselves.  Take me for example. I wasn’t half the media planner until I turned 27, when my voice got deeper, and this happened:

BOOM!

Not really. But you can imagine how glorious it’d be, and all the added value I’d be able to secure with that cookie-duster!

Although, I’ll never be able to grow my own, there are plenty of ‘staches and beards in the business; and many here at the agency. Four beards, two 5 o’clock shadows, a goatee, and a patchy chinstrap.

Facial hair has brought energy, and years of growing-themed contests to CP. It’s become a part of our agency’s fabric – like Van Halen, Natasha’s karaoke trophies, and mini-horse goodbye parties.

Here are just a few of CP’s ‘stache stars:

One of these guys MUST be a lumberjack or stuntman.

If you’re still not sold yet on how mustaches and beards can improve the advertising industry as a whole, please check out my top five list of mustache/beard-driven ads below. It’ll open your eyes to the connection between soup strainers and smart advertising. Enjoy.

5.

This one’s close to my heart; as a big Bruins fan, it’s one of my favorites. There’s no way that this spot would be as good if the guy with the flowing locks didn’t have a mustache… although, his acid-washed jeans are pretty classic.

4.

You can’t have a discussion about mustaches and beards without including Brian Wilson.  And it doesn’t get any better than Brian Wilson talking about the ‘86 Celtics.

3.

If you ever questioned why mustaches are awesome, this should answer all your questions. Also, is this guy my mustached evil twin? I think so.

2.

The only mustache featured here was at the thirty-two-second mark. But hey, it’s about shaving. Facial hair? Shaving? You get it. Too good not to include.

1.

One word: Selleck. The gold standard in mustache. This ad taught me how to be a man. How to wrangle up a bull, wash my wooly chest, and drive off into the sunset in my 1970 AMC Gremlin. What did you say? I didn’t hear you. I was on my way out to buy a bottle of Chaz.

In short, mustaches and beards are strong advertising tools, and can drive consumers to buy anything. That’s why I’m now the proud owner of cheap razors, Bruins tickets, Bud Light, and after-shave that smells like a dead possum. The power of marketing lies above the lip.

Whose stache or beard should we feature in OUR next ads? Let us know! Comment or tweet @Stache_Ads.

Oh yeah, and if you haven’t already, click here to earn your Ph.D in beards.

By far, the question I get asked the most is what it takes to be a good brand manager. Damned if I know, but after 15+ years, here’s my best guess:

Way, way back in my career someone described the job of a brand manager as nothing more than being a really good salesman; to be successful, all you have to know is enough about your clients, their business, and advertising.

After 15+ years of working with clients, it has become clear to me that this statement is not only inaccurate – it’s dangerous. And don’t get me wrong, I’ve probably repeated it, so I guess I owe a whole slew of brand managers an apology…sorry, please consider this blog post my mulligan.

Clients are smarter and more engaged than ever, with tremendous pressure to quickly produce.

They’re not looking for brand managers to be schmoozers or traffic cops; they’re looking for them to be a resource. If you’re not smart as hell, motivated, well versed in all things communications, and don’t bring them ideas they haven’t already thought of, then you’re done.

You can be sure there’s a line of brand managers behind you that can do all that, and more. They know the newest technologies and social platforms. They can speak to the importance of content strategies, and a well thought through messaging architecture. And they’re as comfortable managing the development of a website as they are a TV shoot. Good brand managers are answering questions before they’re asked, anticipating clients’ needs, and staying one step ahead at all times.

So, there’s my answer: be proactive, smart, curious, and motivated. Learn what you don’t know. Ask questions of those who know more than you. Happily take on more responsibility than is asked of you. And find comfort in pursuing things that make you uncomfortable.

It doesn’t matter if you’re an assistant brand manager or an account director; the same principles apply.

And it also doesn’t hurt to know your client likes his Johnnie Walker Blue without ice.

So, what do you think it takes to be a successful brand manager?

Today, though, we’d like to show off a little bit of our work. Why? Well, because this new startup brand has a universally relatable message. What started as a vision to believe in yourself against all odds is now a company, and certainly on its way to becoming a serious movement.

Introducing Prove People Wrong.

Doubt is everywhere. People doubting what’s inside you, what you’re capable of, and how far you can go. People doubting how hard you can work, and what hard work can do. Doubting is easy; it’s all some know. Let them keep doubting, keep writing you off, keep thinking you can’t. Doubt never fills you. It fuels you.

You’ll PROVE PEOPLE WRONG. Doubt never stops. 
And neither do you.

Keep Doubting:

How four 18-year old kids got a world-class NHL goalie to join their movement:

Check out the array of gear that these guys are selling here. And, make sure to join their movement on Facebook and Twitter @provepplwrong. #PPW

Richard Weinstein and "Big Daddy Smooth"

I grew up in Fairfield County, CT…part of the NY DMA. As a middle child (cause for therapy #1), I found it necessary to root for the opposite of anything my brothers liked.

They liked the Yankees, so I became a lifelong fan of their natural enemies – the Mets & the Red Sox.

They liked the Giants; well, just paint my face Jet green.

Rangers? In the 70’s, that sent me rooting for Orr, Espo, and Cheevers.

My brothers weren’t big basketball fans – so, that left the Knicks open for the taking.

Miracle on Ice? Try being the only kid in a high school of two thousand rooting for the Soviets (cause for therapy #2).

If I struggle, I can probably invent some positives that came out of all this.  Learning how to take a punch, honing my debate skills by attempting to defend the hapless Mets vs. the dynastic Yankees, being a Red Sox fan who actually enjoyed the 1986 World Series…

But, after living and working in Boston for the past 20+ years, I now find myself in a confusing position – from a business perspective, perfectly comfortable advertising with any team, as long as it makes sense for my clients’ businesses.

Personally, though, I’m fiercely loyal to some of the local teams, while watching Belichick leave the Jets at the altar and deliver a dynasty to the bad guys (cause for therapy #3).

Is it too late to still blame my brothers for all this? As a Bruins-Mets-Sox-Jets-Knicks fan, am I somehow both Boston and New York’s middle child?

As we prepare in Boston for the playoffs for some teams, and the beginning of the season for others, I’ll just say Go B’s & Go Sox and leave it at that (I’m late for a much-needed appointment).

Photo by John-Morgan via Flickr

Since the days of the real Mad Men of the early 60’s, most agency and client-types talk of creating ads that can break through the proverbial clutter of stuff. Great ads have been forever defined by genius concepts that are so creative or different, that people pay attention and respond.

Much like the Commodore 64, the Razr, and the Palm Pilot – that’s ancient history, my friends – great campaigns today can still make a difference, but their ability to be heard and comprehended has become far more challenging than it was even 5 years ago.

Two related societal influences have permanently altered the way ads are received and understood, and, ultimately, determine whether a brand can be embraced by consumers today.

Influence #1: Omni-present inter-connectivity.

Okay, so that’s a lame descriptor that I’m using to describe how all-consumed most adults have become to access – access to others, to content, and to technology. According to some researchers, this connectivity has fed the average adult between 3000 and 5000 pieces of information per day. There’s simply no way one can process and comprehend that volume of information. People have developed their own, brain-processed SPAM filters to manage the volume. The net-effect is that adults ignore the vast majority of information that they’re served. Attention-deficit is not just a medical diagnosis; it’s how I would describe most adults today who are trying to process 3000-plus pieces of info a day.

Influence #2: The blurring of commercial and personal communication channels.

It’s hard enough to process thousands of bits of information each day, but when you factor in that those bits are coming from multiple pipelines, and that each of those pipelines are used to communicate with family and friends as much as they can be used by brands who covet your attention, the result is that adults put ad messages through the same filter they do in determining whether to respond or engage with a friend. In effect, you’re competing against their friends and family for their attention. For brands, having more access into a consumer’s personal world may sound fantastic, but in reality consumers are even more conditioned to tune you out and be off-put by your intrusion because you’re doing so within their personal access channels.

Both of these influences have taught me – an individual who makes a living developing strategic messaging – one critical lesson: it’s no longer enough to uncover a unique emotional insight, and from there build your brand and message platforms. You have to go much further than that to understand how their filter works – what gets through, what doesn’t, and why.

That’s where receptivity comes in. You’re trying to figure out at what point of contact does this type of message work, and when and how it’s served. Brand receptivity also takes into account the personality and tone of voice of that message, as well as identifying those boundaries of where your brand can infiltrate their lives and access channels without becoming yet another in the long list of irritating bits of information. Who doesn’t have plenty of those?

For the past 3 years, I’ve spent countless hours talking to groups of consumers, usually over a glass of wine or two…or three, trying to crack their receptivity codes, so I can help our clients meet that criteria in order for their messages to be heard and comprehended, ultimately, for their brands to be further embraced by their audience. It’s been a fascinating journey and I’ve had the pleasure of sampling nearly every brand of California red priced under $20 in the process (a great perk of this job!).

Here’s what I’ve learned, without giving away most of the answers:

Receptivity is best achieved when you factor in the right bits of information, served in the right length or format (usually the shorter-the-better), within the right environment, said in the right style and tone, at the right moment in their day. When you meet all of those marks, their filter says, “accept.” The result is highly effective communication, and the start to a healthy and productive relationship between brand and it’s audience.

The key is approaching every aspect of marketing from a receptivity perspective, while the secret to success is knowing your audience so well that you understand how to get them to pay attention.