Latest news with #LucianaCemerka
Forbes
16 hours ago
- Business
- Forbes
Why Marketers Should Think Like Tourists
Luciana Cemerka is a Global CMO at TP . getty As marketing professionals, we spend so much time trying to capture attention that we often forget to train our ability to notice. Inspiration is everywhere if you're willing to step outside of your routine and explore the world with a tourist's mindset. I'm writing this from New York City, a place that doesn't whisper ideas—it shouts them. In just a few days, I've gathered references, creative sparks and emotional impressions that I know will shape my work long after I return. However, what's been most valuable hasn't just been what I saw but how I experienced it. Take the Empire State Building. Most visitors go for the view, but what surprised me was the experience before the elevator ride. The design team has turned a potentially boring wait into a curated journey with immersive rooms, vibrant visuals and nostalgic references—from architectural feats to a playful photo with King Kong. Sure, the observatory isn't as cutting-edge as some newer attractions, but by the time you reach the top, the emotional groundwork has been so well laid that the moment feels iconic, personal and unforgettable. It's brilliant marketing. The team created a story arc, built anticipation and made the brand larger than the view itself. It reminded me that great marketing isn't just about the product or destination; it's about the journey you design around it. Expanding Your Repertoire Like An Artist We often narrow our creative inputs to marketing blogs, trend reports or competitive benchmarks. However, originality comes from broadening your perspective. If you want fresh ideas, your inputs must be wider and deeper than your outputs. That's why I pay attention to everything—from how exhibits are lit, to how strangers tell stories, to how silence or music shapes mood. One unexpected moment that stayed with me happened at the American Museum of Natural History. We were admiring the cross-section of an ancient tree when an older guide approached. She explained, with contagious passion, how old the tree was and pointed to the rings that marked historical moments. When she heard we were from Brazil, she instantly brought in references from the Amazon. Her knowledge, warmth and ability to connect made that moment unforgettable. She was doing exactly what great marketers do: meeting people where they are, adapting the story to their world and creating meaning through relevance. Another place that left a deep impression was the New York Public Library. Walking through its marble corridors and hushed reading rooms, the power of simplicity and permanence struck me. There was no gimmick, no flash—just thoughtful design, timeless architecture and a sense of quiet trust. It reminded me that not every brand needs to chase the latest trend. Sometimes, what people value most is calm, clarity and credibility. In a world obsessed with disruption, consistency can be a radical form of engagement. Broadway Lessons: From Story To Spectacle Then there was Aladdin on Broadway. I expected magic, but I didn't expect to laugh so hard. The show stayed true to the original story but cleverly updated it with modern jokes and cultural nods that made the audience feel completely seen. Genie stole the show—breaking the fourth wall, poking fun at today's pop culture and creating a sense of connection that's rare in such grand productions. And that flying carpet—I still don't know how they did it. The illusion was flawless, the synchronization perfect. It's a masterclass in seamless execution and emotional pacing. It reminded me that every element of a campaign, from technical execution to tone, must align in service of the overall experience. Surprise, precision and joy—this is what engagement looks like. Curiosity As A Career Strategy Today's marketers must balance data with instinct, structure with soul. The best way to sharpen both is to get out of the usual context. Walk through cities. Listen to people. Visit a library, a market or a gallery. Take notes. Ask yourself: What's the 'Empire State journey' in my brand? How do I design anticipation? What will they feel before they see the product? In the end, great marketing isn't just about communication; it's about connection. The people who create those connections are often the ones who leave the office, wander a bit and notice what most people miss. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Forbes
23-06-2025
- Business
- Forbes
Why So Many Internal Newsletters Fall Flat, And How To Fix Them
Luciana Cemerka is a Global CMO at TP. We've all been there. You open your inbox, spot the latest internal newsletter, click it out of habit … and then close it just as fast. It's not that we don't care. It's just that so many of these emails feel like they weren't made for us. They're polished. Professionally designed. Full of announcements, updates and maybe a quote from leadership. But they often miss something big: soul. I say this as someone who's spent years working on brand storytelling, mostly for external audiences. But over time, I started noticing something: The same principles that make external storytelling powerful apply inside a company, too. And yet, internal comms often forgets that. The Trap Of One-Way Messaging It's easy to turn newsletters into a list of what the company wants to say: product wins, new policies, reminders, launches. But when it becomes a one-way push, no dialogue, no real-life relevance, people stop paying attention. Or worse, they stop trusting it. Sometimes I read these things and think, "This could've been a PDF." Not because of the layout—those are usually great—but because there's no human voice. No spark. No reason to keep reading. And in our effort to be "professional," we often strip away the personality. We use perfect grammar, corporate buzzwords and never color outside the lines. But real people don't talk like that, so why should we write like that? What People Actually Want So what works? In my experience, people respond to stories. Not stats. Not slogans. Stories. They want to see themselves reflected. They want useful info that helps them do their jobs. They want something that feels real, not just polished. And above all, they want to feel like the people behind the newsletter get them. Some of my favorite internal newsletters weren't flashy at all. They were the ones that featured teammates, showed behind-the-scenes moments or shared a thoughtful message from a leader who wasn't afraid to be real. Because we don't connect with companies. We connect with people. Making It Human If you're working on internal comms or trying to get people to read what you're putting out, here's what I believe: • Drop the corporate tone. Write like a person. • Share stories that mean something, not just metrics. • Include voices from across the team, not just the top. • Ask questions. Start conversations. • Celebrate small wins. Don't just inform; inspire. Here's the thing: Internal comms shouldn't just be a tool to inform; it should inspire. Done right, it builds culture, reinforces values and reminds people why they're here in the first place. So if your newsletter isn't landing, it's not because your team doesn't care. It's probably because it doesn't feel like it's for them. The fix isn't a better subject line or fancier layout. It's more authenticity, more relevance and above all, more heart. Start there, and your newsletter won't be just another email; it'll be something people actually look forward to. It will feel like it came from inside the company, not just from "comms." And that's when real engagement starts. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
