My answer to this question started off as a tweet, but once again, the density of thought (see MW post DENSITY OF THOUGHT) required by the twitter medium escaped me. Forgive me. First of all, some perspective. We should acknowledge that very successful companies often experience [...]
I’ve been avoiding talking about mobile marketing here for a while now. Not sure why that is, but it could be because I don’t feel like I’m done talking about social media yet. Or maybe it’s because when I went to tackle the subject 18 [...]
As a business and marketing tool, celebrity endorsement is a double-edged sword, much like humour is (see MW post WIELDING THE SWORDS OF HUMOUR). The difference is that the cost, and therefore the stakes, for celebrity endorsement is usually much higher than they are for [...]
I've been exposed to the full spectrum of review processes over the years, from sticking-needles-in-your-eyes to OMG-what-a-wonderful-relationship-that-would-be. Here's what I believe works best for all parties. Keep your list of participants as small as possible. A short list of three is ideal. If you can, [...]
You avoid a relationship review by having a relationship review. Let me be more specific: You avoid the big, formal competitive business relationship review (which the agency world so colourfully, albeit inaccurately, calls the gang bang) by having regular little reviews along the way. These [...]
As both marketer and consumer, I’ve always been attracted to brands that stand for something beyond making money. How a brand handles adversity (product or service problem in the market), or any controversy, is a very good indicator of the values of the company and [...]
