Column

Minneapolis is burning. Just like Ferguson burned. Just like Baltimore burned. Just like countless other cities before them, swallowed by the rage of black protestors fed up seeing the lives of our brothers and sisters robbed by racism.

We are fed up because we are forced to fight a pandemic amid a pandemic. We are being disproportionately killed by systemic and overt racism at the same time — and are expected to accept these deadly conditions. Crisis after crisis, crisis on top of crisis, we have marched, kneeled, lobbied, voted and built our own spaces to find ways to navigate it all. And yet, we wake up each day, face the trauma and fight on.

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Brands are valuable, regardless of company size. That is well understood.

What is less well understood, especially among startups, is that there are as many ways to think about your brand as there are recipients on the other end of that brand positioning. I want to propose an easy framework for startups and their marketers to consider when building and marketing brands: A company's brand has different meaning to its consumers, to its business partners, and to current and future employees.

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It's hard to believe that residents across vast areas of the U.S. are about to enter their third month of quarantine as a result of COVID-19. With millions of businesses forced into complete shutdown during these unprecedented times, there have been few, if any, positive outlooks for any industry.

But hidden amongst dispirited stories across hospitality, real estate, retail and many other markets, there are glimmers of hope for industries that this crisis may actually be a catalyst for. Gaming is undoubtedly one of the markets seeing an uplift during the pandemic.

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