Via Chris Carfi comes this brilliant little presentation from John Gatrell and Sheryl Altschuler on the evolution of brands in the age of customer communities. For many of you, this deck is going to look and pretty familiar – how many times do we have to go over this? – but most corporate executives AND [...]
Archive for September, 2008
The Social Marketing Construct
Posted in Uncategorized on September 30, 2008 | 1 Comment »
“Asset Purchase” vs. “Wall Street Bailout: – The importance of words when it comes to naming things
Posted in economics, economy, politics, tagged financial crisis, HR 3997, semantics, wall street bailout, words on September 30, 2008 | 5 Comments »
Perhaps calling it a “bailout” was a little counterproductive. Whether or not you support a bill to inject liquidity back into the market in an effort to get the credit machine rolling again (and whether or not you believe that such a bill is even necessary) it became pretty clear today that calling the effort [...]
Make your business recession-proof.
Posted in being fearless, being the best, brand relevance, brand strategy, business, courage, leadership, tagged entrepreneurial spirit, financial crisis, Seth Godin, strategy on September 29, 2008 | 3 Comments »
From Seth’s blog: I’ve seen it before and I’m sure I’ll see it again. Whenever a business cycle starts to falter, the media start wringing their hands. Then big businesses do, freelancers, entrepreneurs and soon everyone is keening. People and organizations that have no real financial stress start to pull back, “because it’s prudent.” Now [...]
Farewell to Paul Newman
Posted in culture, tagged newman's own, paul newman on September 27, 2008 | 2 Comments »
Read the recap of Paul Newman’s life on CNN.com No need to point out that Paul Newman created Newman’s Own, one of the very first (and most successful) brands of natural/organic foods. The guy believed in his products so much that he put his own face on every jar, bottle, box and package. And with [...]
Reaching out to the Influencers
Posted in brand ambassadors, brand culture, brand ownership, brand planning, brand relevance, community, cool factor, culture, customer communities, customer relationship, influencers, tagged communities, customer communities, influencers, user communities on September 26, 2008 | Leave a Comment »
Great post yesterday on Infuse about brand and campaign alignment and influencers: Influencer engagement is ALL to do with alignment. It’s about finding out what influencers do, when and how they influence, and what their agenda and motivations are. Once you know this you can (and should) align your outreach activities with your influencers on [...]
Revisiting the fundamentals of personal branding.
Posted in personal branding, tagged personal branding on September 25, 2008 | 5 Comments »
Brad Pitt is a brand. Karl Lagerfeld is a brand. Seth Godin is a brand. Sarah Palin is a brand. And guess what: you too, on some level, are a brand. No, perhaps you aren’t a movie star, a haute couture icon, a new marketing pioneer or a sudden political celebrity, but you are – [...]
Tom Fishburne’s Marketing Mix: Just add dough.
Posted in account planning, advertising, brand culture, brand insights, brand planning, brand promise, brand relevance, brand strategy, brand valuation, marketing, product design, product development, product management, product release, tagged brand valuation, marketing mix, product marketing, Tom Fishburne on September 25, 2008 | Leave a Comment »
I hate to feature the same thought leader twice in one week, but this cartoon was just too good to pass up. Instant classic! And another reason why Tom Fisburne is sure to be a fixture on the brandbuilder blogroll for a long, long time: I’ve worked with large traditional brands and small challenger brands, [...]
Join us today at 1pm (EST) for the first CMO 2.0 Conversation!
Posted in conversation, conversations, marketing 2.0, tagged CMO 2.0, H&R Block, marketing 2.0, Paula Drum on September 25, 2008 | Leave a Comment »
Reminder: Marketing 2.0 ‘s very first CMO 2.0 Conversation live broadcast is today! The conversations will showcase leading marketing thinkers as we cover a) the issues they face in their marketing role and b) how social media are transforming marketing. The best part: The conversations will follow an “open mic” format to allow virtual attendees [...]
Shifting gears: Embracing the long(er) term narrative
Posted in brainstorm, brand consciousness, brand insights, brand planning, brand strategy, change, evolution, fresh ideas, marketing ninjas, tagged brand awareness, brand strategy, campaigns, google, narrative on September 24, 2008 | Leave a Comment »
Pure genius from Gavin Heaton (again): We all shuffle into the meeting and take our chairs. We greet one another, sip our coffee and lift our pens in silent readiness — after all, one never knows when an action point will be thrust across the room. Before long, even the most strategic of strategy sessions [...]
US Branding in the wake of last week’s financial crisis.
Posted in adaptation, culture, debt, economics, economy, france, tagged $700B, bailout, culture, economics, financial crisis, france, national identity on September 23, 2008 | Leave a Comment »
For better of for worse, countries and cultures – like companies, products and people – have identities too, and whether many of you in the US realize it or not, the US brand just experienced a very radical shift this month with a) the financial house of cards starting to come down on Wall Street, [...]
Beware the accidental commoditization of premium brands.
Posted in adaptation, being fearless, brand consciousness, brand erosion, brand insights, brand planning, brand relevance, brand strategy, brand valuation, relevance, reputation management, smart business, tagged BOGO, brands in a recession, retail crunch on September 23, 2008 | Leave a Comment »
An astute brand valuation reminder from Tom Fishburne today: “If you act enough like a commodity, sooner or later consumers will treat you like one.” (Yes, even in uncertain economic times.) BOGO isn’t for everyone. Don’t fall into that trap. Read his post here.
101 Ways To destroy your brand – a primer by Ed Welch
Posted in arrogance, bad customer service, bad management, bonehead moves, brand consciousness, brand culture, brand elevation, brand erosion, brand insights, brand ownership, brand promise, brand relevance, brand strategy, brand valuation, broken brand, building value, bureaucracy, commitment, commoditization, corporate culture, corporate ecosystem, cowardice, customer experience, customer relationship, customer service, deceptive practices, denial, employee morale, ethics, fresh ideas, happy customers, happy employees, human interactions, idiocracy, incompetence, Inequity, insanity, integrity, karmic feedback loop, leadership, management, management lessons, mediocrity, tagged customer relationships, ed welch, Seth Godin on September 23, 2008 | 3 Comments »
Ed Welch, by way of Seth Godin, brings us these 101 bits of advice that are surefire ways of quickly destroying your brand. (In case you missed the point of the exercise, per John Moore – “Hint: Do the exact opposite”.) Check out the list (pdf) here. Among my favorite: 5. “Do everything you can [...]
Data = Gold. (So don’t just let it sit there!)
Posted in customer relationship, demographics, smart business, tagged customer behavior, data mining, predictive data modeling on September 22, 2008 | 1 Comment »
Excellent article from Bob Garfield in AdAge on the subject of data mining + inspired analysis = serious monetization. (Hat tip to Scott Templar.) Here’s a taste: Volunteered data, priceless as it is, nonetheless takes a marketer only so far. To create a genuine bond, an intimate relationship, requires a thorough understanding of consumer behavior, [...]
The current financial crisis explained
Posted in economics, economy, tagged financial crisis, freakonomics, wall street on September 19, 2008 | 2 Comments »
Hat tip to Gavin Heaton for pointing us to this crystal clear and refreshingly insightful explanation of the what, why, how of the current financial crisis on Freakonomics. This is absolutely the best summary I have read yet on the subject, and we have Douglas Diamond and Anil Kashyap to thank for it. Read the [...]
I’m a PC: Microsoft unveils new ads.
Posted in advertising, microsoft, tagged I'm a PC, microsoft on September 19, 2008 | 18 Comments »
I’m a PC, and I really dig these new ads by Microsoft. The context is global, the diversity is refreshing, and we’re just skimming the surface of the breadth of Microsoft users from around the globe – small business owners, superstars, entrepreneurs, educators, students, inventors, researchers, designers, architects, grandmothers, fishermen, writers, etc. They really capture [...]
Matt and Martha
Posted in Uncategorized, tagged Martha Stewart, Matt Armendariz on September 18, 2008 | Leave a Comment »
My very cool and super talented friend (and fellow Buzznet OG) Matt Armendariz was on Martha Stewart this morning. I’m feeling pretty proud of him right now. Pretty cool. Way to go, Matt!!!
Photographic evidence that I indeed have a social life.
Posted in GSATC, tagged greenville, GSATC, Madeleine Muska, Olivier Blanchard. Jeff Papenfus, phil yanov, SC, TA5 on September 18, 2008 | Leave a Comment »
From left to right, Jeff Papenfus, moi, Madeleine Muska, and David Friedline at Wednesday’s GSATC Ta5 (Tech After Five) event downtown Greenville – sponsored by Immedion this month. Also present were scores of Greenville area bloggers, marketing honchos, entrepreneurs, tech industry superheroes and Twitter power users. I think that’s Dave Smith back there in the [...]
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