Avivit Fisher
Why undirected empathy is useless in your marketing message
Your marketing voice has empathy. You are trying to show that you know where your audience is coming from in your messaging. And you give your audience the permission to feel what they are feeling; anxious, depressed, frustrated, angry, happy, satisfied, sad... The one thing that is lacking in all this is directing your message at one person. Who is this person? Is it a mother who just had a second child and is overwhelmed with responsibilities and emotional giving? Is it a m
Avivit Fisher
Why Being Marketing Shy Is No Longer An Option
As of right now, there are over 10 million posts with a hashtag #selfcare on Instagram. This largely inclusive hashtag has posts on beauty, health, mental health, weight loss, fashion - you name it! What can this information tell us? Yes, people are looking for help on how to take care of themselves. But, they are also shouting it from their virtual rooftops and the message is clear: Expert opinion, please. Mental health help cannot be reduced to a clever quote or meme. Peopl
Avivit Fisher
How To Discover Your Hidden Resources
I received my graduate degree in Design Management from Pratt institute. I decided to enroll, becauseI really wanted to understand the business side of the creative disciplines. One of the first things I and my classmates were taught is the definition of Design Management. "The identification and allocation of creative resources for a sustainable business advantage." We repeated it until we memorized it and could recite it in our sleep. But to be honest, it took me a while to
