Eroding Site Equity With A Brand Strategy
For many ad agencies, building a mini site for a client is often the answer to a new campaign. It allows creative control, a chance to grab a cool domain, and to create something fresh as an extension...
View ArticleSocial Media Branding
Remember when Pepsi created the Refresh Everything and skipped advertising during the superbowl (some saying it was a mistake) to give millions of dollars to fund ideas that will refresh the world to...
View ArticleBranding, Advertising, and Perceived Value
A great presentation, not only does it discuss branding and how advertising adds value, it also provides an interesting look at perceived value.
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Reputation Management and the Vancouver Brand
It was a little over a year ago that Vancouver’s down town looked like a post apocalypse movie scene following the Canucks loss to the Boston Bruins. Thousands took to the streets, store windows were...
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Social Currency and Curation
It’s no longer just who you know, it’s what you share. Social media is like the great equalizer that’s leveled the playing field for marketers. It allows mass reach on a limited budget, something that...
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Snake Oil and the Kool Aid
There’s an interesting article at BusinessWeek that talks about the self-proclaimed experts of Social Media. I’ve felt similar sentiments on occassion, and while I believe that social media is an...
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Conversational Marketing
If you think no one is listening, you might be surprised. As companies experience increases in public scrutiny (thanks to social media) there is more at stake to protect their brand. This is more than...
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Marketing Disruptions and Innovation
Marketing has talked about using SWOTs to find that USP (unique selling proposition) for years, but change to the process is at work, and its called disruption. Disruption Marketing is about creating...
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Digital Media
America’s fastest growing companies had one thing in common – digital media. It comes as no surprise that Facebook sits at the top, or that New York was the leading metro.
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Humanizing Digital Brand Perception
There’s a lot of noise out there, struggling for your attention. Companies compete on a number of measures like quality, price, selection and similar. It’s more mandatory than strategic to try and...
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Who Am I Dealing With?
This is a question asked subconsciously by most customers before they’ll commit. There’s a lot to be said about what others say about you. The consensus can can determine your fate. Let’s assume your...
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Strategy vs Quick Wins
There’s something to be said for quick wins, but without strategy for the long term, it comes at a price. Developing an online business around instant results is the short sighted approach of many...
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