• April 07, 2021
  • ROOT + RIVER

Do good in the world … the rest is logistics.

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In many ways, marketing is doing more harm than good in the world. It creates false need where there may not be need. It prays upon lack and scarcity. It …

How to Understand the Emotional Needs
  • March 02, 2021
  • ROOT + RIVER

How to Understand the Emotional Needs of Your Audience

Branding is an emotional journey. Your brand is how other people experience what you believe. By understanding and being tuned into the emotions of your audience, you can design a …

Find the Flow
  • April 22, 2019
  • ROOT + RIVER

Find the Flow, F (orget) the Formula

By Emily Soccorsy and Justin Foster The marketing world is over-saturated with formulas. This is because formulas are intended to remove uncertainty. And because uncertainty is the boondoggle of human …