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Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at asyverson@ierpartners.com.

Well, travel marketers, do you want to dance under the moonlight with all of the Millennial tourists who will waltz to your tune? Brand USA does, so it partnered with Spotify “to create more than 20 playlists customized according to different U.S. city soundscapes,” reports Marketing Dive on Friday.

We live at the best time ever to be consumers. Every brand we love and store we frequent wants to reward that loyalty. It seems marketers have figured out the big secret: We humans are just like a pack of dogs, or rather Pavlov’s dogs, and come running for rewards.

Marketing technology (MarTech) appears to leaning toward tailoring itself to verticals, such as real estate and retail, if last week's startup deals are any indication. Investors funded a variety of software and to see what MarTech is coming, marketers can click here.

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