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Adam Kleinberg

Trading Places: Brand or Commodity?

by Adam Kleinberg

Trading Places: Brand or Commodity?

Which are you?

In the past decade, two massive shifts have reshaped marketing.

1) For the first time, we're able to measure the effectiveness of our marketing

2) Relentless financial superpressure from the turbulent economy

The result is that there has been a relentless focus on measuring ROI in marketing. Unfortunately, that has led to an unfortunate trend:

Brands are becoming commodities.

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The SXSW files: Agile Experience Design

by Adam Kleinberg

The SXSW files: Agile Experience Design

Yesterday, I shuffled over to the Radisson to catch one last session at SXSW put on by our pals over at ThoughtWorks. Rather than make us sit in front of another yet panel of speaker, the ThoughtWorkers came up with a great exercise to make their case for using an agile over a waterfall approach to experience design.

We built a zoo.

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Trend with Traction: Better Experiences

by Adam Kleinberg

Trend with Traction: Better Experiences

Brands should look to what's hot and new in the start-up community to identify patterns. More often than not, these patterns reflect trends in the consumer mindset so brands should be mindful of them when creating their own products and marketing efforts.

What am I seeing when I gaze into my silicon ball these days?

Better experiences are winning.

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