Changing Tides Newsletter

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Changing Tides – January 2019

OK, it's officially past January 1. But if you are looking for some good news in the new year, this might make you smile. The pig is the designated 2019 zodiac animal to be celebrated during the Chinese New Year February 5. That’s...

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Changing Tides – December 2018

Is last minute shopping a thing of the past? If you decided to skip the crowds on Black Friday, you are not alone. In-store retail traffic was down about 1.7% over 2017¹. Although Thanksgiving weekend spending was up about 4.5%². So...

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Changing Tides – November 2018

Are Bitcoin, Cryptocurrency, Blockchain for Real…or just a Scam? The whole idea of decentralizing our financial transactions sounds risky at best, even if it is possible. Money without banks? Most people don’t get it, don’t trust it...

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Changing Tides – October 2018

Digital Goes Yo-Yo with an Analog Touch Over the past 20 years, the digital economy has transformed entire industries. Entertainment, retail, travel, and media sectors have been turned upside down. Digital brands such...

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Changing Tides – September 2018

Where do Outstanding Brands Come From? You know the ones. Those mega brands that create entire industries. Those brands that set the pace for dozens of wanna-be competitors. The ones they write textbooks about like Apple, Starbucks,...

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Changing Tides – August 2018

August 2018 | Enjoy the Festival of Arts for Free There are three art festivals located in Orange County’s center of creativity, the city of Laguna Beach. The sound of live musical performances and clinking glasses fill the air...

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Changing Tides – July 2018

“Never Trust a Stranger” is so Last Century Review marketing shifts the paradigm. Thanks to the world wide web, what used to be common sense, “never trust a stranger” has been totally overturned when it comes to shopping...

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Changing Tides – June 2018

Event Marketing Takes Center Stage While social media and digital marketing get the biggest buzz these days, we have discovered that client programs centered around an event get the best results. Event marketing tops the marketing...

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Changing Tides – May 2018

Big Data or Small Database. Which is right for your company? Big Data is big business and while the term “big data” is relatively new, the act of gathering and storing large amounts of information for eventual analysis is...

Changing Tides – April 2018

If Facebook Loses Face, Will Marketers Still Book It? The Cambridge Analytica breach of confidentiality that surfaced in March is more than a PR challenge for Facebook and Mark Zuckerberg, it has forced marketers to weigh their options...

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Changing Tides – March 2018

What’s Wrong With Digital Advertising? Dissatisfaction is the first step in making progress. I am hoping this message reaches our friends at Google so the progress can begin. Digital advertising has many benefits to both...

Changing Tides – February 2018

What’s in a Title? And Why Does It Matter? Over the past two decades, the ability to reach a B2B target audiences by job title has become a lot more difficult. The steady erosion of B2B print magazine ads since 2000 took with it...

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Changing Tides – January 2018

The Power of Optimism With all that’s going on in the world today, it’s easy to be pessimistic. Thanks to global media, we become instantly aware of every natural disaster, military threat and wrong-doing as it happens....

Changing Tides – December 2017

We Register Cars Every Year, Don’t We? Why Not Guns? Every year, I renew my auto registration. I put a bright colored sticker on my license plate that shows the expiration month. If I use the vehicle and don’t register it,...

Changing Tides – November 2017

He’s Got the Power Even from 3,300 miles away through a computer screen, the devastation to Puerto Rico caused by the 150 mph winds of Hurricane Maria on September 20th, was heart-rending to watch. More so, because my...

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Changing Tides – October 2017

Insurance by any other name is a shell game. Are you covered? With so many devastating natural disasters in Texas, Florida, Louisiana Puerto Rico and Mexico, those people fortunate enough to have insurance are turning to their policies...

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Changing Tides September 2017

Labor Day Takes on New Meaning My grandfather used to say that without unions, the average worker would not have a voice or any leverage against the big businesses that controlled manufacturing in 1900. But things have changed a lot...

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Changing Tides August 2017

Fun and Free! Two of the most powerful words in advertising, “Fun” and “Free,” aptly describe this offer from Young Company. Four passports to all three Laguna Beach art festivals are yours for the asking. The...

Changing Tides July 2017

MArch 2017| What the Yelp*@#$&! is going on?What the Yelp*@#$&! is going on?One of the great things about the internet is the ability for people to openly review products and vendors. While Yelp may be the king of consumer...

Changing Tides June 2017

MArch 2017| What the Yelp*@#$&! is going on?What the Yelp*@#$&! is going on?One of the great things about the internet is the ability for people to openly review products and vendors. While Yelp may be the king of consumer...

Changing Tides May 2017

MArch 2017| What the Yelp*@#$&! is going on?What the Yelp*@#$&! is going on?One of the great things about the internet is the ability for people to openly review products and vendors. While Yelp may be the king of consumer...

Changing Tides April 2017

MArch 2017| What the Yelp*@#$&! is going on? What the Yelp*@#$&! is going on? One of the great things about the internet is the ability for people to openly review products and vendors. While Yelp may be the king of consumer...

Changing Tides March 2017

MArch 2017| What the Yelp*@#$&! is going on?What the Yelp*@#$&! is going on? One of the great things about the internet is the ability for people to openly review products and vendors. While Yelp may be the king of consumer...

Changing Tides February 2017

February 2017| Google takes a bite out of Apple Google takes a bite out of Apple As of today, Google is the world’s most valuable brand, based on market cap. It bested Apple, who has held this position for some time. With respect...

Changing Tides January 2017

January 2017| Steering the course for change Steering the course for change When I was a kid, Democrats were liberals. And I was told that being a Democrat meant they wanted change. By the same token, the Republicans were...

Changing Tides December 2016

December 2016| Did Trump have the election in his hip pocket? Did Trump have the election in his hip pocket? No, but you could say that Donald Trump won the election with a hip-pocket media strategy that the democratic opponents,...

Changing Tides November 2016

November 2016| Will Google’s Monopoly Ever End?With a 65% share of the global Internet search engine market, it is easy to characterize Google as a monopoly. And with Google’s recent elimination of right hand paid ads, they...

Changing Tides October 2016

October 2016| Pumpkins are different. Although temperatures have not decreased appreciably in SoCal, It is officially Fall and this month we celebrate All Hallows Eve. 89% of Americans may go to the internet to research, shop and...

Changing Tides September 2016

September 2016| Back to School isn’t just for kids anymore.   For most kids, September means the start of a new school year. New shoes. New friends. For adults, it means the end of summer and a good time to consider going...

Changing Tides August 2016

August 2016| If your ad runs in August will anyone see it?   There is no question that August is the most popular summer vacation month in America. Besides a handful of national holidays, the typical American worker gets only a couple...

Changing Tides July 2016

July 2016| Happy 4th of July! The Festival of Arts has opened its doors with an outstanding array of artists and live musical performances. This venue is one of three art festivals located in Orange County’s center of creativity,...

Changing Tides June 2016

  June 2016 | Isn’t it time to level the political playing field in America? By this time next week, the California primary will likely be history. The predictions are calculated for months in advance on a daily basis, so...

Changing Tides – April 2016

  If you love great marketing like I do, you’ve got to appreciate Tesla’s announcement of the Model 3 and the 100,000 reservations it produced on the first day. Wow! It has been a while since a product announcement has...

Changing Tides May 2016

May 2016 | Viva Cinco de Mayo! A Great American tradition. Cheers! Cinco de Mayo is not Mexico’s Independence Day. Contrary to what some believe, it commemorates the Mexican army’s 1862 victory over France at the Battle of...

Changing Tides March 2016

  March 2016 | Google exits right lane and merges left. Google made major news last week when it eliminated the right rail (sidebar) ad slots and moved its CPC paid search results into a single column on the left. While consumers...

Changing Tides – December 2015

Grateful for peace over the holidays! It is hard to recall a time when there has been more turmoil in the world than there is today. Everywhere you turn, there is another massacre, plane crash or senseless attack that takes innocent...

Changing Tides – November 2015

Why Digital Marketing is More Critical to B2B Than Ever A recent study via LinkedIn’s B2B Technology Marketing community showed that many B2B marketers are using new digital marketing tools for lead generation, customer...

Changing Tides – October 2015

Time for Responsive Media? Over the past decade two trends have caused the rise of responsive web design: 1. Smart Phones 2. Big Screen TV’s Together, they have driven the need for website developers to create sites using...

Changing Tides – September 2015

Message Strategy What is it? How do you develop one? Claude Hopkins joined Lord & Thomas as copywriter in 1906 and proposed that more effective advertising was a matter of scientific principle. He demonstrated his point with the...

Changing Tides – August 2015

  Microsoft’s Windows 10 is Microsoft’s “Big Game”   Microsoft and its CEO Satya Nadella have a big challenge ahead. They need consumers to LOVE its new operating system. Anything less will be failure....

Changing Tides – July 2015

Celebrate America’s Independence Weekend at the New Laguna Festival of Arts   Beginning this weekend,the newly renovated Festival of Arts opens its doors with an outstanding array of artists and live musical performances....

Changing Tides – June 2015

  Open House Celebrating the 4th Dimension   After 15 years in the same location, we are adding an office up NORTH.     Join us June 4th, 5:30 – 8:30 pm YOUNG COMPANY NORTH 361 Forest Ave., Suite 206,...

Changing Tides – May 2015

  Open House Celebrating the 4th Dimension   After fifteen years of bumping chairs, and suffering the long lines outside our unisex restroom, Young Company has decided to make a move. We are adding much needed office space on the...

Changing Tides – April 2015

  SMART MOVE? My friends from the Bay Area continually comment on its superiority over Southern California. I don’t bother to argue. Being SoCal born and bred, I have an innate preference for the sunnier half of the state....

Changing Tides – March 2015

  Trade Shows Not Slowing Down Despite the huge growth in Internet marketing over the past 20 years, we find that many clients are still spending big on trade shows, a medium that offers a higher level of engagement between...

Changing Tides – February 2015

 The SuperBowl of Advertising While some folks will be cheering for the Seahawks and others for the Patriots on Sunday, I’ll be cheering for the ads. And may the best ads win. At a cost of $4.5 million for 30 seconds, it may...

Changing Tides – January

These are the Best of Times As we close out 2014 and set our sights on 2015, there are at least 5 good reasons to be optimistic: 1. U.S GDP grew a hefty 5 percent in the third quarter. The most we’ve seen since the late...

Changing Tides – January

   These are the Best of Times As we close out 2014 and set our sights on 2015, there are at least 5 good reasons to be optimistic: 1. U.S GDP grew a hefty 5 percent in the third quarter. The most we’ve seen since the...

Changing Tides – December

December 2014 | Just In Time For The Holidays! The holidays are a time for giving thanks and spreading cheer to all – especially to those less fortunate, which is why we’ve adopted FRISTERS (Friends & Sisters) as our...

Changing Tides – November

November 2014 | Integrated Marketing is more than a consistent look.   In October I had the honor of meeting Bob Lauterborn (the father of integrated marketing communications) and he reinforced why mass advertising no longer works...

Changing Tides – October

October 2014 | California is still the place to be.   There are a lot of valid reasons why some companies want out of California. On paper, thousands of other locations pencil out cheaper than the Golden State. But when value is...

Changing Tides – September

September 2014 | Back to School on Using Video Everyone in marketing is looking for cost-effective tactics. There is a lot of compelling evidence that online video marketing should be a major focus of your advertising and marketing...

Changing Tides – August

Changing Tides – August 2014 | How do you create meaningful differentiation? Many businesses are seeking the big idea. The homerun campaign that will make them the thought leader in their respective industry. Unfortunately, great...

Changing Tides – July

Changing Tides – July 2014 | Laguna Summer Art Festivals Soak up the sun and have fun on Southern California’s coast while enjoying creative art, live music and great food. This summer, your friends at Young Company are...

Changing Tides – June

Changing Tides Changing Tides June 2014 | Learn How Wilbert Won The President The Power of One: How one young man creates one video designed for one audience and impacts thousands. Many are now aware that president Barrack Obama will...

Changing Tides – May

Changing Tides   May 2014 | Ideas for Building Brands and Growing Companies Marketing research is still at the heart of the marketing concept. And most cost effective than ever. About 100 years ago, a very famous advertising...

Changing Tides – April

Changing Tides   April 2014 | Ideas for Building Brands and Growing Companies To print or not to print? I recently visited a Cadillac dealer to pick up a brochure on the CTS. The car is so stunning, I figured the collaterals would...

Changing Tides – March

March 2014 | Ideas for Building Brands and Growing Companies Welcome to March! It looks like we have had our splash of rain and summer is starting this week. I’m not sure how our water supply will hold up, but I do think it’s time we...

Changing Tides – February

February 2014 | Ideas for Building Brands and Growing Companies Well, it is official. Satya Nadella is the new CEO at Microsoft. Though born and raised in India, he was educated in the U.S. I see a few reasons to celebrate Microsoft’s...

Changing Tides – January

Changing Tides   January 2014 | Ideas for Building Brands and Growing Companies Welcome to 2014! This is a year that holds more promise for progress and prosperity than any in recent memory. Sure, the world has its share of...

Changing Tides – December

Changing Tides   December 2013 | Ideas for Building Brands and Growing Companies “If they can learn to hate, they can be taught to love.” said the late Nelson Mandela whose words leave a legacy of hope and inspiration...

Changing Tides-November

    November 2013 | Ideas for Building Brands and Growing Companies Who stole the Cookies from the Cookie Jar? To find out, Google who? The informal corporate slogan of Google “Don’t be evil” is crumbling...