In a recent article, AdAge discusses the use of “special personal relationships” with consumers as advertising fodder for several brands. The idea of using singular relationships with consumers as messaging is a great idea from the outside looking in, but aren’t we setting a standard that companies have yet to practice? Shouldn’t I, as a [...]
Scale
The idea of “scale” in the digital, social, mobile world is something that has perplexed me over the past five years or so; really ever since the masses started pushing towards the adoption levels of maturity. Scale, to me, is a bit of an antiquated measurement in the “new way of marketing.” The idea that [...]
Brand: Be Careful of Black Friday and Cyber Monday
Brands take years, decades, and centuries to build. The effort, efficacy, and engagement of the most well-known brands is an accomplishment to be amazed. Every touchpoint and growth cycle has been masterfully designed and executed. Every message created to perfection to ensure brand consistency to build the loyalty with individuals; to allow each person the [...]
Here’s to the crazy ones…
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… The ones who see things differently – they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… [...]
iPhone 5: Mass Hysteria to Realization
As the tension rises for the launch of the iPhone 5, I am overwhelmed with the outward pouring of expectations. In a recent blog post I wrote awhile back, I discussed the “religious” effect that the Apple brand has upon the minds of its consumers. It’s a scary world, when high flying expectations are met [...]
“Connect the Dots” – Implementing Consumer Cartography
As brands become more involved on platforms and begin the “lifestyle integration” phase of their maturity, it’s necessary that the correct channels are mapped accordingly to the appropriate user journey. What this means is that we get to turn back time and play a big game of “Connect the Dots.” As advertisers and marketers, we [...]
Community or Commodity
There has been something that’s been bugging me for the past few years. This is the word “community.” It has quickly become one of the most overused and improperly utilized words in the business buzz word dictionary. Why? Self-proclaimed “social media gurus” have diminished the absolute power of what a community is by associating anyone [...]
Brand Shift
Over the past decade, the business world has been coming to an impasse. An impasse that emulates a perfect storm of many offsetting factors: Defection of consumers is at an all-time high. Defections are caused by increased communications from new channels, real time offers, and new shiny startups saturating the market. Consumerism is pushing for [...]
Consumer Cartography (aka Integrated Marketing)
Ever since business school, I have heard of this new thing called “Integrated Marketing” where all messages, brand attributes, and channels will all work together in joyous harmony and delight the consumer to a purchase-minded bliss. But the deeper I’ve evolved in my career and having my blissful visions completely crashed by the cold hard [...]
We Need More Communication
As a continuous advocate for integrated messaging, cross platform interaction, and customer relationship management that extends beyond one interaction and builds upon all interactions, I get frustrated when the dots aren’t connected. By mapping out these various touch points and the decision process of a customer, we should be able to get a clear understanding [...]
