Points of view and thought leadership on consumer trends, industry insights and recent work
THE NEW DIGITAL CURB APPEAL: Winning Homebuyers in an AI-Driven Market
The next shift in homebuyer discovery is already here. As homebuyers increasingly turn to AI tools to research and compare homes, builders face a new challenge: ensuring their communities are visible, understood and recommended. The organizations that adapt now can...
The Original Placemakers
Last fall, I found myself standing in a town that shouldn’t exist. At least not in the way it does. Pienza, Italy is small. Quiet. Almost suspiciously perfect. The kind of place that feels less like it evolved over time and more like it was… decided. Because it...
What Was Already There
There are certain projects that feel different from the outset. Not because of their scale or ambition, but because you realize, almost immediately, that you’re not approaching them from the outside. There’s already a connection—something personal that changes the...
From Perks To Purpose: Earning Loyalty in a New Era
How consumers are driving the evolution of brand loyalty from transactional to transformational Brand loyalty is no longer just a marketing strategy; it’s essential for sustained growth. Modern consumers expect more than transactions. They want emotional...
What is Brand Identity?
In today’s competitive market, a strong brand identity is not just a luxury—it’s a necessity to help you rise above what we like to call “the sea of sameness.” But what is brand identity? Let’s dive into the definition, significance and how we can help develop a...
What is Brand Positioning?
Brand positioning is a simple, declarative statement that identifies the place your brand will stand for in the mind of the market. In most cases, it is an internal statement, designed to inform your team and stakeholders. However, we often find that a strong,...
What Will 2025 Hold?
Curious about what the real estate market will look like in 2025? Dive into the key trends, demographic shifts, and post-election predictions shaping the future of real estate. With insights drawn from years of trend monitoring and expert analysis, get a glimpse...
Wellness Now: A new kind of good life
We're entering a new era, when wellness will not only be the practice of health, but a celebration of life. What does it mean for your brand? Find out more in the latest issue of "The View from Overabove."
Where’s everybody going?
Urbanites moving back in with their parents, affluent families fleeing big cities for second homes at the beach, ultra-wealthy tech entrepreneurs trading Silicon Valley for luxe bunkers in the mountains. Are we witnessing the Great Migration of 2020? And what kinds...
Fresh Simple
As Leonardo da Vinci put it; Simplicity is the ultimate sophistication. I couldn’t agree more. In my continued series highlighting my adventures in Italy and how they inspire my thinking, I came across this image I snapped a number of years ago. Now, you might find...
Roman Road Rage
How do marketers continue to attract valuable millennials to brands when what they want is instant gratification? The plan was set. Insider advice given, acted upon and put into motion. Our objective? Find the ancient Roman road that leads to a remarkable, secluded...
The Awestruck Human
As we rounded the corner in the center of the ancient city, he stopped in his tracks, awestruck. Dumbfounded as the Duomo came into view, my third eldest stood wide eyed and speechless. Scraping the sky to communicate its message, it overwhelms, transfixes and...
Joan Jett and the Crossroads
An ancient crossroads becomes a modern reality-check Flipping through the vinyl records in Bradlees felt like an adventure every time. So much to explore just beyond that cellophane cover and colorful sleeve. Anticipating the crack of the needle as it found its...
The Constancy of Change
Change is the only constant. There's real wisdom in that saying, especially when it comes to technology. It's become a bigger and bigger part of our lives. Not just as an accessory (though who doesn't love grabbing some factoid off the internet with a voice...
Direct Mail Gone Digital
Today's consumer is, in a word, inundated. Brands compete for attention 24/7, sending messages through countless channels that come at the consumer from every direction. As marketers, our job is to help our clients cut through the clutter. We're constantly developing strategies and staying a step ahead to make sure our messages drive action. In doing this, brands tend to focus online, throwing their weight behind email, social and other digital marketing.
A Bocce Lesson for Millennials
The night started out like so many others in the Tuscan hills just west of Siena. Another forgotten, medieval hill town competing for attention against its bigger, more quintessential neighbors. A town rich in history and poor in top of mind awareness. The victim...
Overabove Expands into Research Triangle Park
Overabove is excited to announce our newest office in Raleigh, headed by our Chief Innovation Officer, Deven Spear.
Getting Back to Human
The piazza glistened with just-fallen rain. The cobbles seemed to soak up the moisture and lay a bit more proud - "how good we look today" with all this shine and glimmer. Buildings that had stood here for hundreds of years...
Project Management – A Strong Foundation for Better Marketing
Successful project management in marketing requires knowledge, flexibility, experience and creative problem solving. Additionally, strong leadership and a structured approach drives success.
Dig In – Lessons From a Printmaker
The creative process is an organic journey and sometimes it takes a mental nudge to start digging in. Jumping into a project without overthinking the intended result allows for mistakes, new discoveries and ultimately building momentum towards a possibly unforeseen destination.
Reviews in the Wind
Papers flapping from the wind and whirl of people passing by. Browned and aged and discolored by the Venetian sun. Gathered together, one on top of the other, clamoring for individual attention. Handwritten, layered notes and messages exclaiming joy and happiness...
5 Tips to Create Better Content in 2018
In 2018, most brands and marketing departments have figured out that they need to be in the content game. Many have gone far beyond dipping their toe in the water, but are they doing it well? The art of creating meaningful and helpful content seems to have alluded so many companies.
A Marketer’s Introduction to Disruption and Transformation
Change, in all forms, is a familiar theme at Overabove and in all of today's world of marketing. Everything is changing around us, yet few business leaders recognize the impact. Even fewer critically comprehend how to take advantage of these dramatic forces.
Hey, Writer’s Block – Watch This
Deciding to write about writer's block was my first mistake. I learned long ago that staring angrily at my computer screen is not a great solution.
Big News: We Have A New Chief Innovation Officer!
Deven Spear, who has been in the forefront of changes in marketing technology, is now Overabove's Chief Innovation Officer.