April 25, 2007
Social Media Participation is Not Optional for Brands
When last week I uploaded a presentation endorsing the importance social media, David Armano pointed out - tongue in cheek - that someone had forgotten to send me the memo that Web 2.0 was going down the drain. With this post on Daily Fix, I'd like to broaden the debate and get your views on my position that I did get the memo, yet ignored it for missing the point.
March 5, 2007
Seven Tips For Agency Survival
If advertising is so effective, why are CNN, airport billboards and business magazines free from ads in which agencies promote themselves to business audiences? I always ask this question "tongue-in-cheek," but lately the cheekiness is waning. Ad-effectiveness is plummeting all-round and both brand owners and consumers are nearing the point where indifference turns into annoyance.
January 9, 2007
The 7 Secrets of a Good Marketing Budget
By now you should be close to having all of your top-line budgets approved and be heavily into the detail of spending the marketing funds you've just been entrusted with. Yet before you rush off to fill the pockets of agency wizards and media-moguls, I'd like to stir things up a bit. Here are 7 budget recommendations against which to benchmark your decisions....
January 4, 2007
Are You a "One-Night Brand"?
Imagine the following situation. A man sees an attractive woman at a party. They talk and decide to have a few dates. After giving all the right signals for being a loyal, caring, trustworthy and relationship-oriented guy, he convinces her to spend the night. The next day he is gone and when she calls it is clear he doesn't want to speak to her....
November 21, 2006
I Want to Be in Advertising: The Video
I'm preparing for a speech I'll be giving at the Marketing 3 conference in the Netherlands where I'll be "über-coolly" flanked by Chris Anderson, Stefan Engeseth and Ilya Vedrashko (makes me wonder what they were smoking when they called me :-) ....
September 25, 2006
The Eight Truths of Real Innovators
When I'm in a cynical mood, I sometimes like to compare corporate innovation to teenage sex....
August 30, 2006
Is Your Brand "BlogSafe" ?
What would you do if someone (say a known blogger) picks up your advertising campaign because he thinks you've done a good job, puts it on YouTube and spreads your message to his audience ? Would you send him a box of chocolates or a letter from your lawyers...?
August 23, 2006
The Consumer Isn't a Moron, She's Your Mum
Why do traditional marketers & media always think that it's the "young" who make up the digital space and the "old" ones who watch TV...?
August 15, 2006
Uncomfortable Truths (Part Two)
Writing the second part of this post was hard. Not because I didn't know what I wanted to say, yet because the need to summarize it into a readable blogpost meant leaving out important nuances....
August 8, 2006
Uncomfortable Truths (Part One)
These days, it's very fashionable to talk about things like Net Promoter Scores, Touchpoint Marketing and Employees that Live the Brand....
July 25, 2006
The 10 Truths of Branded Storytelling
In our million-channel world, it is the brands whose customers tell the best stories that win. Yet how often do we give them "real stories" to tell...?
July 20, 2006
Is There a Formula for Word-of-Mouth ?
According to the Marketing Science Institute, there may be. They just published a working paper on how companies can encourage the diffusion and adoption of new products by creating positive buzz and avoiding negative buzz....
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