Market research is a staple of advertising. Nearly every product or service advertised has done some form of market research — quantitative surveys, one-on-one interviews, or focus groups. Most do a lot of research. There are generally two types of market research done when developing new strategy or creating a…


Disclaimer: I write on a laptop, not a typewriter. But this looks way cooler.

I’ve been thinking a lot lately about why I write and publish on Medium so I thought I would go a little meta and…write about it. There are a lot of reasons I could give for why I write and they’re all at least somewhat true but I do think…


Competitive analysis reports are one of the foundational functions of brand strategy. They were the first projects I ever owned as a Junior Strategist and they’ve been a constant over the course of my career. The thing is, they really aren’t that useful, at least not from a Brand Strategy…


The word “insight” is probably the most overused word in all of advertising. It’s been the primary advertising strategy buzzword for at least as long as I’ve been conscious of the existence of advertising strategists. Over the course of my career I’ve seen many things called an “insight” (most of…


Imvexxy — a vaginal insert that treats painful sex due to menopause (i.e. a healthcare brand) — released a new TV spot last week and it’s actually…really good! The spot is set in early 19th century England (think Bridgerton) and features a queen who’s just experienced menopause. The spot already…


I recently came across a new brand of canned water called Liquid Death and I LOVE it (well, I love the branding and marketing, I haven’t actually tried the product yet). In a category full of messages about being “pure” and “natural” and from remote untouched bodies of water, Liquid…


The Trump Presidency is officially over. And while the events that have followed the 2020 election are still raw for many of us, I’ve found myself thinking a lot about the 2016 presidential election and how Donald Trump, a man who had previously held no political office, exhibited tendencies toward…


I work in healthcare advertising. One of the many things my agency does is make commercials for prescription drugs — you know, the ones with older couples going on hikes or walking on the beach or gardening, with a long list of side effects at the end? We make those…


Every year, advertising agency teams are asked by their client brand manager to propose a new tactical plan for the coming year. Most of that plan is obvious, it’s what we did last year with a few improvements and optimizations. This part takes comparatively little effort. Where most of the…


In July 2020, Postmates launched a new spot called “Pad Thai.” It’s a parody of healthcare commercials. It does healthcare advertising dirty. And it’s perfect. (I should note right off the bat that I work in healthcare advertising so anything I say about it includes me).

The spot starts with…

Gregory Yellin

Brand Strategist | American History Enthusiast | Enjoyer of Bourbon | Human Being Out in the World

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