Not so long ago, brands were in the limelight. They were seemingly powerful, and virtuous. Any inconvenient truths were hidden by glossy packaging and one-way, big-bang marketing campaigns. Now, as organizations become ever more transparent, people can see behind the marketing facade and are questioning what they are told. Trust in brands has diminished and consumers are more likely to view brands cynically, and to feel uncomfortable with brands’ desire to control. This has created a challenge for many brand owners, because they are ill equipped to cope with greater openness. But the most innovative companies are recognizing the way perceptions are changing, and are adapting their branding strategies accordingly — in some cases, reinventing them entirely.
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July 31, 2010
10 Ways Geolocation is Changing the World
The combined forces of smartphones, mobile broadband, and location-aware applications will connect us in more meaningful ways to the people, organizations, events, information, and companies that matter most to us—namely, those within a physical proximity of where we live and where we are. Can location-based services (LBS) change the world? Here are #10Ways:
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July 30, 2010
July 23, 2010
The Best and Worst Identities of 2009 - Brand New
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July 19, 2010
The Old Spice Social Media Campaign by the Numbers
The last couple of days have been an Old Spice explosion, as one of the most popular viral campaigns in recent history — in which the Old Spice Guy made personalized videos for fans, randoms and prominent bloggers alike — has taken over the social media realm. But how popular was it really?
More here
More here
July 16, 2010
The Future of Advertising
The traditional advertising model is broken, argues John Winsor of new-model agency Victors & Spoils. It's time for the old guard to wake up.
"The question for creative agencies is whether they can wake up, react to what's going on, engage the crowd, and make themselves a part of the new reality."
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"The question for creative agencies is whether they can wake up, react to what's going on, engage the crowd, and make themselves a part of the new reality."
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July 15, 2010
Why Facebook friends are worth keeping
A decades-old insight from a study of traditional social networks illuminates one of the most important aspects of today's online social networking. In 1973, sociologist Mark Granovetter showed how the loose acquaintances, or "weak ties", in our social network punch far above their weight in their influence over our behaviour and choices (American Journal of Sociology, vol 78, p 1360). Granovetter found that a significant percentage of people get their jobs as a result of information provided by a weak tie. Subsequent studies have revealed that weak ties benefit our health and happiness. Granovetter suggested that this is because these friends-of-friends aren't like you, yet they are likely to be similar enough in social outlook and personal interests to have a positive influence.
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July 13, 2010
Hey NOKIA, remember me? (Youth trends research)
Check out this SlideShare Presentation:
July 12, 2010
July 11, 2010
(Video) Skills Of The Rockstar Planner5: Rolling Up Your Sleeves
In the fifth and final episode, the importance of taking action and making ideas happen is discussed by leading voices within the planning community.
Watch the video below:
Watch the video below:
Apple iPad Sets Path to Productivity, Paperless Office
Small business owners have begun experimenting with the lightweight tablet computer, using it to outfit delivery staff and salespeople, as well as to dramatically reduce the amount of paper used. At the Rydges Hotel in Sydney, Australia, diners are handed iPads instead of more traditional menus. In New York City, De Berardinis Salon gives clients iPads rather than magazines to keep them entertained during beauty treatments.
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July 10, 2010
(Video) Skills Of The Rockstar Planner4: Understanding The Human Condition
In the fourth episode, the importance of understanding people in a deep and empathetic way is discussed by leading voices within the planning community.
Watch the video below:
Watch the video below:
Four Presentation Lessons from Larry King
Business speakers can learn from what the storied TV interviewer appreciates in his favorite guests - he ability to telegraph four qualities to audience members helps business leaders stand out—whether they're being interviewed on CNN, giving a sales presentation, or pitching an investor.
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July 9, 2010
(Video) Skills Of The Rockstar Planner3: Insatiable Curiosity
In the third episode, the importance of having a deep, insatiable curiosity about the world is discussed by leading voices within the planning community.
Watch the video below:
Watch the video below:
Want to Get to the Inbox? 10 “Insiders” Tell You How
Nearly 20 percent of the emails marketers send today are blocked by internet service providers (ISPs) due to decreased engagement rates or spam complaints. Marketers know that reaching the inbox is essential to driving results, but many don’t know how to ensure their emails make it through to their subscribers.
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July 8, 2010
Gaming the System: How Marketers Rig the Social Media Machine
Regular users of social networks generally collect friends and followers on a one-by-one basis, then use those connections to share their opinions and links. These systems are based on trust and loyalty, and as such, they present a massive opportunity to marketers who want to encourage those traits in their customers.
In addition, because real friends trust each other, marketers try to insert themselves into those conversations by offering product discounts or cash when people mention brands in messages to their friends.
If clout is the new currency, in other words, it already has its share of counterfeiters.
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In addition, because real friends trust each other, marketers try to insert themselves into those conversations by offering product discounts or cash when people mention brands in messages to their friends.
If clout is the new currency, in other words, it already has its share of counterfeiters.
Read On
(Video) Skills Of The Rockstar Planne2: Communicating Ideas
In the second episode, the importance of storytelling and clear, inspiring communication is discussed.
Watch the second video below:
Watch the second video below:
July 7, 2010
(Video) Skills Of The Rockstar Planner1: Intuitive Problem Solving
Presenting a series of how-to videos that explore the world of exceptional account planners. Through a series of interviews with top planners, we’ll highlight the key skills planners need, and provide a clear picture of how these “rockstars” work.
In this first episode, the often amorphous practice of intuitive problem solving is defined and examined by leading voices within the planning community.
Watch the first video below:
In this first episode, the often amorphous practice of intuitive problem solving is defined and examined by leading voices within the planning community.
Watch the first video below:
July 3, 2010
Forrester: online experiences define the brand
What exactly is customer experience? Answer: how customers feel about their interaction with your company. To that end, Forrester surveys 133 companies in 14 industries to create a Customer Experience Index that tracks how consumers feel about their customer experience.
The most recent index shows Barnes & Noble coming out on top with retailers in general scoring higher than other industries. At the low end of the scale: health insurance plan providers. And on average, companies who score high on the index also have customers who are willing to buy more products and services from them.
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The most recent index shows Barnes & Noble coming out on top with retailers in general scoring higher than other industries. At the low end of the scale: health insurance plan providers. And on average, companies who score high on the index also have customers who are willing to buy more products and services from them.
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Creative and tech working together: 3 case studies
Our industry needs to acknowledge the game-changing influence that technology has on the creative process, an intersection that constantly plays into our thinking. The partnership of the two worlds can make a good campaign great, and enables it to stand out in the minds of consumers. While the potential for technology to transform the creative process is improving on a daily basis, one immutable truth remains constant: All of us who play in the worlds of technology and creativity need to put a high premium on collaboration to maximize the effectiveness of online campaigns.
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July 1, 2010
Scaling the Social Web
Who needs Facebook? Web users who want to find community with like-minded people no longer have to sign up with traditional social networking sites like MySpace, Friendster, or Facebook. They can build ties with friends and family on the sites they're using every day.
A broad array of online players, from major media companies like Viacom (VIA) to e-commerce providers such as eBay (EBAY), are adding networking features to their online destinations, letting users create detailed Web identities, connect with people over common interests, share content, and, above all, socialize.
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A broad array of online players, from major media companies like Viacom (VIA) to e-commerce providers such as eBay (EBAY), are adding networking features to their online destinations, letting users create detailed Web identities, connect with people over common interests, share content, and, above all, socialize.
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