Sooth In The News

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 and Tomi Lahren debate on Piers Morgan's show about Disney's evolution of female roles from traditional "damsel in distress" to modern portrayals and its impact on marketing strategies

Four New Truths of Marketing

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

Gen Z prioritizes inspiration and influence over brand loyalty, engaging with social media for entertainment and purchasing to feel connected to trends.

Top 5 Traits Everyone Should Know About Gen Z

Do you know these shopping habits?

Ian Baer Brings Sooth's Brand Strategy Mastery to Kestrel Consultants' Executive Network

Sooth has partnered with Kestrel Consultants to bring marketing insights, methodologies, and client branding through consumer understanding and emotional intelligence

The Shifting Landscape of B2B & B2C

Ian Baer highlights the shift from B2B and B2C marketing to B2I, where brands must meet individuals' emotional needs to increase customer value and life

Curren¢y: Ian Baer, Founder and Chief Soothsayer of Sooth

Ian Baer discusses on Televisionation: Curren¢y how Sooth decodes emotional decision-making to enhance marketing effectiveness and create a "roadmap to empathy"

Gen Z is more obsessed with smelling good than ever—and Burberry, Gucci, and Chloé bottles are raking in cash

Sooth Founder Ian Baer on Live NOW by Fox