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Wet Blanket Award #14: Cascade. 7 Aug 2013 | 05:08 am
This Wet Blanket award feels so obvious that I suspect I could construct my post Mad Libs style, where I let you — my readers — fill in the blanks, i.e.: “This Cascade ad is offensive because it make...
Germy Yoga Mat Wisdom. 29 Mar 2013 | 01:49 am
It’s amazing how many good marketing insights I’ve had during exercise class. The linchpin of Maternal Instinct’s entire approach to marketing to moms — what we call Warm Blanket marketing — was formu...
Meet Hot Mama, Erin Cox 22 Mar 2013 | 06:45 am
Erin Cox, author of “One Hot Mama: The Guide to Getting Your Mind and Body Back After Baby“, knows first-hand how challenging it can be to find balance as a mother. As the wife of an Air Force F-15 p...
Warm Blanket Award #16: Disney. 11 Dec 2012 | 06:21 am
Perhaps there needs to be a Lukewarm Blanket Award because this is a conditional award. By that, I mean that if Disney continues to make movies that live up to this manifesto (more “Brave”, less “Be...
Marketers: stop peddling fear to moms. 29 Nov 2012 | 11:16 pm
On my drive into work today, I saw a bumper sticker that read: Jason on Board. A little creative Googling and I found the site selling these customized stickers: My Baby on Board.com. Their tagline: ...
Don’t presume allegiances. 6 Oct 2012 | 02:18 am
I attended an inspiring breakfast yesterday for a nonprofit called Girl Ventures that empowers adolescent girls and positions them for leadership through a variety of outdoor adventures. Several of th...
Enough already with the Mom-Inventor contests. Here’s my challenge to brands… 20 Aug 2012 | 07:53 am
Huggies is doing it. So is Target. Ditto for Whirlpool, Working Mother magazine, and Good Morning America. They’re all sending out a rally cry, inviting moms to submit their new product ideas for a ch...
Meet Pat Day-McCray, an Uncommon Mom. 1 Aug 2012 | 08:43 am
Uncommon Moms is a recurring feature of Maternal Journal. Each month, we interview one mom whose life isn’t cookie-cutter or predictable. Why? Part of our work at Maternal Instinct is to help clients ...
The 2-cent brand killer. 26 Jun 2012 | 10:34 pm
I’ve been traveling to conferences a lot lately. And, therefore, to hotels. Ritz Carlton. Hilton. Intercontinental. Sheraton. The James. Something stuck with me during my stay at The Sheraton. The lo...
Warm Blanket Award #15: Kraft 20 Jun 2012 | 12:38 pm
A buck or two is all you have to pay for Kraft Mac + Cheese. High-gourmet fare it ain’t. So how do you show it tastes good? This TV spot is how. Kraft nailed it by showing it as book-club worthy fare...
