Tom Fishburne, in this latest “Moments of Truth” Marketoon, highlights the frustrated insurance executive seeking consumer intelligence from social media monitoring. I love Tom’s choice of the life insurance industry for this cartoon because it opens up tough questions about what it really takes to motivate consumers and, by association, the sources we rely on for insight. Continue reading »

In this Marketoon, Tom Fishburne reveals a feeling all marketers have experienced. Like it or not, marketers, with their special powers, must make sense to left-brained, accountable business managers. We present to business executives who “just don’t get it” and simply require solid, objective data to make a subject tangible and enable confident decision-making. Continue reading »

This slightly more real and hard-hitting Marketoon created by Tom Fishburne simply exposes how current research options actually separate us from what’s really motivating our consumers. In a continuous state of compromise, the marketer here has to consider the expense, the wait, the time and the faults of existing options. Continue reading »

As most marketers can attest to, campaign, positioning and messaging development all rely heavily on “process.” While process is important, how much does our reliance on it compensate for a void of objective intelligence? Continue reading »

As we call on outside experts to endow us with their wisdom, executives inside companies remain skeptical. In their data-driven world of decision-making, most executives don’t have the patience or capacity to understand or “buy in” to the value of connection. Marketers struggle to explain the learnings of these special projects and their implications for projected results. If we are entering something like “the connection economy,” doesn’t consumer connection have to be known and applied across the organiza Continue reading »

The inspiration for this cartoon is the Hindenburg, an archetype loaded with calamitous inevitability. The marketing team portrayed here is ready to launch something big, and we already know the outcome. Continue reading »

Decades after marketing has entered “the age of the consumer,” it’s startling how little we do know—at any given time—about what’s truly motivating consumers to choose or advocate for brands. And it’s marketers who have to endure the pressures and pain points of this information gap. Continue reading »

This is the second in a series of cartoons by award-winning cartoonist Tom Fishburne, titled “Moments of Truth,” sponsored by Motista. Continue reading »

With a wink to marketers, the team at Motista recently launched a series of Marketoons called “Moments of Truth” to take a humorous look at some of the “pain points” we marketers deal with on a daily basis, “Justify,” shown here, and the ensuing series, was commissioned by Motista from Tom Fishburne, “The Marketoonist.” Continue reading »