New, York, New York
alex@thesevengroup.com

Blog

A look to 2019 – tech & marketing predictions

2018 was quite the year… from Facebook data issues to Snapchat losing $1.3 billion due to a tweet, to Tesla building underground tunnels, the business/tech world made headlines. It was one for the books, but will 2019 top it? One of my favorite things to think and write about is where the world of tech,…
Read more

Why Nike Got it Right

“Don’t ask if your dreams are crazy… Ask if they’re crazy enough” There’s been an incredible amount of debate over the past couple of days around Nike’s recent campaign with Colin Kaepernick at the center. The media exposure has been massive (more on that later), the reactions strong, the conversation plenty. Some have praised the brand, while others…
Read more

The 1% Mindset

There’s a reason why the agile methodology became so popular over the years: it gave technical teams the ability to improve a product in increments, little-by-little, over short, timed cycles. It wasn’t about the big home run, but 50 singles and doubles, making the product 1% better through small changes that enhanced the user experience.…
Read more

Without brand strategy, your marketing efforts will likely fail

When you think of Apple, it’s less likely you’ll remember a specific Ad campaign or piece of content, but more likely their sleek design, simple messaging, and product consistency. You’ll remember how you felt interacting with their brand. In any marketing organization, you’re always balancing the macro and micro. You’re constantly playing offense and defense.…
Read more

How to Tackle the Second Half of the Year

As we head into the second half of year, a question starts to creep-up along the lines of “am I tackling everything I set out to do this year?” This question is generally coupled with a bit of anxiety as days/weeks tend to pass quickly and the Fall is in arms reach. What people don’t…
Read more

How To Think About Your Competition

When it comes to monitoring competition, you usually get one of two answers: ignore them completely or study their every move. The advice rarely falls in the middle. But, the middle ground is where you can get ahead without becoming a carbon copy or falling behind. The middle ground is observing what they’re doing, where…
Read more

A good marketing strategy is both proactive and reactive

There are two ways to approach any situation – proactive and reactive. Both strategies are required for success… both have their place. Most people will tell you to be proactive, but being reactive and timely can provide major upside (e.g. Oreo SB 2013). That said, being more proactive in nature allows you to be more…
Read more

Want to create more loyality? Stop trying to target everyone

You build the content, produce the tools, develop the creative, promote the services, but it doesn’t stick. When this happens, we’re quick to question the quality of the product, service, or offering… we run to make feature and messaging adjustments. But, many times, we don’t realize that it could be an audience problem. We often…
Read more

Measuring the Unmeasurable

Impact is a weird thing… sometimes you know when you’re making it… other times you don’t… and many times you have to ask. A large majority of the impact we make isn’t measurable… whether it be in life or business. This qualitative impact can’t be shown through sales, followers, or leads. And, while it’s harder…
Read more

If you want to cut through the noise, cut the buzzwords

Too often brands & experts overcomplicate messages, and use complex buzzwords, in order to sound smart or make their product seem more interesting. The problem with this approach is that it usually falls flat… It becomes too hard to connect with users. Whether you’re selling to a sophisticated audience or not, you’ll generally see an engagement…
Read more