News & Takes

How should corporate America best respond to the Israeli / Palestinian war?

Sooth Founder, Ian Baer, explains that US companies can't afford to remain silent when it comes to the war in the Middle East.

Gen Z women take money tips from Kendall and Kylie Jenner: new study

Will Kylie and Kendall Jenner replace gurus like Warren Buffet or Suze Orman for Gen Z when they look to experts for financial advice?

3 Step Process to Emotional Audience Connection, with Ian Baer

Ian Baer talks with the podcast Founder of "If You Market It They Will Come" about the foundation of all successful marketing… audience connection.

Streaming Wars: The Future of TV and the Entertainment Industry

Streaming media has reversed "who's teaching who" over the past 20 years, with younger generations now teaching older ones how to use new tech. This shift is evident in the streaming wars, and older viewers are now streaming more than younger ones. It leaves one to wonder about the next industry that will be completely turned on its ear by the outsized impact younger consumers have and how they will continue to impact the rest of the world.

News Nation: Ian Baer weighs in on the ailing Airbnb strategy

Airbnb is facing challenges this summer with a decline in revenues and too much inventory. To boost their business, Airbnb has partnered with celebrities like Gwyneth Paltrow, Ashton Kutcher, and Mila Kunis who are offering their homes for free stays. These celebrity endorsements help attract travelers who seek unique experiences. However, some people have complained about host fees and rules on social media. Despite the use of celebrities, it remains to be seen if this strategy will revive Airbnb's fortunes.

The Bookends of Modern Commerce

The bookends of modern commerce – Inspiration and Impulse – allow us to see customers in a new light. Whether you sell to businesses or consumers, you’ll miss most of your sales opportunities if you aren’t mastering these two elements.

Straddling the Fence Isn't Working for Target's Marketing

Where did Target go wrong after the "anti-woke" backlash? (Spoiler alert) Thinking about the needs of all of its customers is a good start.

Disney Branding Debate: Fueling a Rift between Men and Women?

Ian Baer goes head-to-head with Tomi Lahren over how Disney has transformed the female role from its early years to the modern age and how that plays within a marketing strategy. Has the media giant gone too far? Should Disney revert to the "damsel in distress" genre that was a staple for over 50 years? Hear Ian and Tomi's take on Piers Morgan's show preceding the premiere of the much-anticipated remake of Snow White.

Four New Truths of Marketing - Episode 1

Four realities have forever changed the way marketing works. Find out why feelings outweigh facts in our first episode.

If You're Targeting Gen Z, Chances Are You're Doing It Wrong