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Branding | X |  |
The digital world gives us the opportunity to imagine new worlds for brands and to create virtual spaces that brand audiences can navigate and explore. They can be updated, changed and modified to suit the times and most important they can be accessed by everyone from anywhere. Given the power and...
It’s clear that the financial pressures are running rampant right now in the capital-intensive network provider space. everything everywhere is a company, created as a result of these pressures and is the consolidation of T-Mobile and Orange mobile and digital businesses in the UK. It’s...
Earlier this month, a rogue trading algorithm, resulted in Knight Capital losing $440 million in just 40 minutes. Basically translated; a piece of computer code ran amok and caused financial chaos. Knight is an unknown entity to the American public and probably most who trade stocks haven’t...
Bloomberg has a good story about the rise of a new class of fashion company that’s offering consumers high quality products at a fraction of the cost of their designer equivalents. It’s a model that takes advantage of the power of technological globalization to connect directly to consumers,...
It takes a big leap to get out of your own comfort zone and realize that ideas can come from outside your organization, it’s especially hard if you happen to have been one of the most innovative companies on the planet. Microsoft is a company with a lot of challenges right now and it has to look...
Ultimately brands and marketing are just a microcosm that co-exist and are influenced by much bigger scheme of things. One individual looking at the very big picture is academic is Niall Ferguson, who is currently the Lawrence A. Tisch the Professor of History at Harvard and recently gave the...
Tim O’Reilly posted an interesting thought piece up in Google+ about the challenges Google faces in its battle against a myriad of competitors, not least Facebook. O’Reilly believes Google has lost its focus and moved away from its core DNA which was providing access to information in...
The idea of brands stepping up and playing a bigger role in society has been an on-going discussion in marketing for the past decade. It’s been frequently written into Account Planner decks for clients and just as frequently ignored. Brands have been content to focus on their business and...
Earlier this week I was fortunate enough to have been invited as a guest at the World Innovation Forum’s New York event. It was inspiring to hear the likes of Clay Shirky , Jane McGonigal and Henry Chesbrough talk about their respective worlds and the implication of those changes on the way...
Agencies are charged with coming up with communication ideas, which in this time of challenged attention spans is an extremely tough proposition, hence, they sweat and toil to develop communication that breaksthrough and creates relevant meaning for their clients. This is tough work and it gets...
Business Week has a great story about Diageo’s sponsorship of a Panama expedition to search for Captain Morgan’s boat. It works on so many different levels: Adds valuable authenticity to the brand’s history- the Captain really existed and isn’t some fictitious character dreamed up by an ad...
Social media expertise is supposedly the most desired skill set in marketing right now, as every brand is scrambling to gain an informed opinion. Therefore, there’s no shortage of information out there to help, but what we seem to lack is an approach to think strategically about the role brands...
It seems to happen to most business; they reach a point in their maturity cycle when focus becomes almost impossible. They see challenges with their core business and look elsewhere to find opportunities to grow. As they leap forward to capitalize on these opportunities, it quickly becomes apparent...
At CTIA yesterday all the leaders from the world of wireless got together to talk about the issues facing their business. Obviously, issues that impact them all like “spectrum” generated a fair amount of conversation, but a surprising new topic emerged on the scene, “trust”....
Brands now have to tell stories in real-time, one of the most ambitious current attempts at this are Pepsi latest global marketing campaign- “Live for Now” which is now breaking across a variety of different media. The digital component is “Pepsi Pulse” which uses data from Social Flow to...