Author: Andrew Hanelly

It started out with a click; how did it end up like this? Who among us hasn’t fallen victim to a Netflix binge? The streaming platform has mastered the  watch-repeat cycle that marketers call “engagement” and researchers  refer to as “the rabbit hole effect,” or people’s tendency to keep consuming a certain type of media.  […]

We’ve heard Twitter described as a lot of things: A water cooler, a tool for democracy, a cesspool, a giant waste of time. It’s that last one that causes the most controversy in the brand marketing world. Should we be on Twitter? (Definitely maybe).  Do people even want to hear what we’d have to tweet? […]

“Red Bull gives you wings.” “The future of health is on your wrist.” “Recharge your skin’s battery.” We know that metaphors in marketing can be the sizzle that sells your steak but they also run the risk of poisoning the well. Why? Because it turns out that —depending on the context — using metaphors can be […]

Revmade regularly scours the internet for new studies that offer important insights for marketers. Then we write them up for you in as few words as possible. (Want to get them emailed to you? Sign up here.) “What’s in it for me?” It’s a question communicators are trained to ask and answer on behalf of […]

Revmade regularly scours the internet for new studies that offer important insights for marketers. Then we write them up for you in as few words as possible. (Want to get them emailed to you? Sign up here.)  New research confirms what smart marketers have known all along: Great creative doesn’t just deliver warm and fuzzy […]

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Behind every successful content marketing program is at least one person who cares a whole hell of a lot. That person is the difference between content that feels like a deliverable and content that feels like a destination. Based on our experience working with marketers behind some of the most successful and sustainable programs in […]

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It was seven years ago that I read a headline that made me laugh and then nod my head and then sigh in quiet desperation – and seven years later, it’s still just as true. The headline belonged to a Washington Post article that analyzed a research report on just how few people downloaded research […]

My original career goal was to be a rockstar. My plan: Drop out of college as soon as my band was discovered at a dingy bar or an even dingier frat house gig by an agent who thought that Holden Caulfield (sigh, I know) was the next big thing. Well, there’s a reason I’m sitting […]

A couple of years ago, I had the chance to present a session about marketing ROI to a room full of marketing and salespeople at an industry event. My co-presenter (Steph Holland, who leads an award-winning marketing and revenue generating sales team at C&EN for the American Chemical Society) and I joked that it was […]