What’s next? It’s a question that isn’t optional in marketing. If you fail to see—or create—what’s next, you won’t survive. At Superhuman, we do a lot of talking about what’s next. As purpose-driven marketing spreads, the question begs to be asked: Will it eventually get replaced by something else? Most concepts don’t last forever. Frameworks naturally evolve and branch off into new schools of thought. The best ideas don’t just survive but evolve, and ideas that don’t have legs die off. So, will brand purpose eventually change, die off or get replaced by something shinier? Ironically, the more we read… View Post

After drop-kicking 2016 off into the far reaches of the cosmos, we rang in the new year hoping for better times. Thanks to a political climate that reminds us to take nothing for granted, many people are entering 2017 with a healthy dose of caution. It’s likely that this year, wellness will be more important than ever as people aim to take care of themselves, their loved ones and vote with their wallets whenever they can. Food and Wellness Will Become More Synonymous The fact that we collapsed food and wellness into one column in 2017 is telling. Food is becoming central to our understanding… View Post

Most ad agencies get the chance to work with both Fortune 500 corporations and small, often local, non-profit organizations. This diversity of work is part of what makes a career in marketing so unpredictable — and so fulfilling. At Superhuman, we’ve spent a fair amount of time partnering up with both types of clients, and we’ve noticed that non-profits have assets that corporate brands can learn from, emulate and ultimately use to strengthen their culture. Here are the biggest lessons corporate teams can learn from non-profits. 1. A Strong Central Mission is Everything When corporate brands are built on a… View Post

It doesn’t take a marketing expert to notice that Apple has changed in the last couple years. Whether it’s the ads starring characters like Chloë Sevigny and Cookie Monster, or the all new, yet still old-feeling iPhone SE, everything from their marketing to product development has felt out of step. Tech critics have been eager to talk about how Apple could keep pace with, well, Apple once again. Their product lineup could be less bloated. They could focus more on the partnerships that make their software useful. They could surprise people instead of perfecting competitors’ products (styluses, phablets and watches).… View Post

Women’s empowerment is a hot topic in advertising right now. As a lady, it seems like I can’t watch a razor commercial without being reminded that a) I’m amaaazing b) I’m beautiful, smooth legs or nah c) I can do anything! Sometimes these ads might acknowledge that it’s hard being a woman, as in we want to do it all, but we can’t, and also our teenage children scoff at our choice in footwear, no matter how hard we try to be hip.  This topic is so hot there’s even an awards show called #Femvertising. The idea behind #Femvertising is a… View Post