Mechanica’s ‘Branding Frontline Report’ Addresses Millennials, the Collaboration Economy, How We Work

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Mechanica's ongoing "Branding Frontline Report" helps marketers overcome stereotypes and trendy cliches.

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“Making assumptions or over-generalizing about consumers are a quick ticket to brand irrelevancy,” said Ted Nelson, CEO of Mechanica.

Mechanica, a marketing and brand development firm that solves problems and creates opportunities for restless marketers, today announced a series of ongoing, provocative, in-depth interviews with thought leaders on emerging consumer trends most influencing brands today. The firm’s “Branding Frontline Report” is designed to help bring clarity to today’s chaotic branding environment while delivering consumer insights to marketers.

“Making assumptions or over-generalizing about consumers are a quick ticket to brand irrelevancy,” said Ted Nelson, CEO of Mechanica. “Yet, we see brands do exactly this all the time, especially when it comes to Millennial behavior, the collaboration economy and the changing nature of work. Our ‘Branding Frontline Report’ series help overcome stereotypes and trend-frenzy clichés through diving deep into specific sectors with category experts who are situated on the frontlines of where restless consumers are headed.”

The initial installment of the “Branding Frontline Report” series include interviews with these thought leaders:

  • George Kinder, a financial planner who created the “life planning” approach to personal financial management. Founder of the Kinder Institute of Life Planning, Kinder’s reputation was built on his ability to connect with clients at an emotional level, recognizing that no two financial journeys are ever the same. Kinder discusses his experience with working with Millennials and how their outlook, values, and approaches to financial planning differ from other generations.
  • Mitchell Wade, an author, academic, and facilitator helping innovators and entrepreneurs bring their ideas for social enterprises to life. Founder of the sustainable growth think tank Institu3, Wade has worked with public policy analysts at RAND, executives at Schwab and technologists at Accenture. He teamed up with social entrepreneurs to work in some of the world’s poorest villages and ultimately helped 60,000 people escape extreme poverty. Wade discusses Millennials and their approach to learning, developing careers, and changing the world.
  • Greg Beato, a well-known freelance journalist who has written hundreds of feature articles, essays, columns, reviews, interviews, charts and even cartoons for The New York Times, The Washington Post, Reason, SPIN, Wired, The International Herald Tribune, The Guardian, Newsday and Salon. Beato writes about intersections between culture, technology and business. With Mechanica he expands on the opportunities that technology aggregation tools provide, particularly when it comes to deploying capital in strategic ways and making choices about producing consumer goods or services.

“Numbers alone never tell the whole story. We believe it’s important to collaborate with leaders who can identify and illustrate emerging consumer trends,” Nelson said. “This approach is rooted in the fact that the team at Mechanica is ‘humanly-fixated’ -- we try not to lose sight of the fact that behind brand communications are humans who are communicating and collaborating with other humans. We’re excited to be sharing these leaders’ experiences and expertise in this exciting series.”

To access the Branding Frontline Report, visit

About Mechanica
Mechanica is focused on solving problems and creating opportunities for restless marketers by being strategically based, creatively expansive and humanly fixated. Work spans brand and contact strategy, design, digital, advertising, events, PR and social media. Current clients include: High Liner Foods, Saucony, Bullhorn, Kripalu, Fetch, AeroFarms, Houghton Mifflin, NPR, PBS, Northeastern University, Akamai, Kronos, and Nuance. For more information visit

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