Brand management: The asshole effect

Every doctrine has to start somewhere. Even this one. Want to boost your repeat business, get tons of free referrals, acquire bunches of new customers and get lots of positive buzz for free? There’s a pretty simple way to do it that doesn’t have to cost you a whole lot. Can you guess what it [...]

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11.11

That’s the original Olivier Blanchard up there – my grandfather and namesake – in 1915 Paris, shortly after joining the French cavalry and just days before being sent off to fight the Germans. Cavalry units still rode actual horses during World War 1. They charged with lances and sabers. Sniper rifles and machine guns were [...]

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Can Ferrero Rocher get out of its rut?

Filed under Opinion. I want to share a head scratching moment with you for a sec. See if you can figure out what’s going on over at Ferrero (the makers of my beloved Nutella). First, this article/press release found in The Drum from 6 November 2011: Ferrero is to launch a £6m campaign to promote both [...]

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7 Questions about social business integration: #mmchat episode 68

This week, I had the pleasure of being interviewed on #mmchat (episode 68). We talked about social media (social business) integration, which is a pretty crucial topic. Pushing content through social media channels and setting up monitoring practices is the easy part. Making it all work and flow across an organization is where the real [...]

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Social Business vs. Social Marketing: Understanding the fight over “content”

The danger of content-centric strategies in Social Business: Let me preface this short post with the catalyst behind it – this article by Sarah Shearman for Marketing.co.uk: “Content key to marketing in social media says P&G exec.” Let me throw a few bits and pieces of the article your way, and we’ll get started. Content is [...]

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