I had a conversation with a potential client on Friday afternoon. She works for a technology company. A company with great technology in the cloud space.
I asked her about the brand messaging. She told me three product attributes. We have great scalability. We have great customer service. Etcetera.
Coca-Cola has relaunched their corporate website as a content portal with, get this, actual great content. Some of it is about the brand, but some isn't. Should Coke try to be a magazine? Will it succeed?
Is this a brilliant move or insanity?
In the mind of the consumer, every brand gets to be One Thing. When Bill Clinton ran for president, James Carville famously hung a banner in campaign HQ saying "It's the economy, stupid." No matter what question was asked from the press, the Clinton team knew their job was to turn the conversation back to the One Thing that really mattered to their "customers": the economy.
I recently had an article published in Ad Age today "Advertisers are still missing the mark with online video."
Marcos Breton from the Sacramento Bee called me yesterday to discuss this post I wrote in 2010 on "Marketing lessons from the SF Giants."
He wrote a great piece on the Giants improving their home brand based on our conversation.
The meeting. That necessary evil. That gathering we love to hate -- yet can't resist scheduling. There's a reason meetings are so reviled: Most of them suck.
They're poorly organized, poorly run, and have no objective or value. People just show up for the sake of showing up—Then behave badly.
You're probably in a meeting right now.
If you follow me on Twitter, you're well aware that I was at the iMedia Breakthrough Summit last week. One of the best sessions I was able to attend was put on by Jessica Joines from DMR Partners. Her session was focused on how agencies and technology companies can better sell innovation through to their clients and customers. Here was some of her advice:
I was interviewed yesterday by Jack Marshall from Digiday about the realities of performance-based compensation. It's a complex issue that easy for everyone to say the industry should be using, but never seems to happen in real life.
Here's a snip from the article.
I'm not quite sure how I think Mittens and the Prez did in the debates this evening, but one clear winner was Twitter.
The conversation in the Twitterverse was intense and played a truly significant role in the debate. Have we ever had such a participatory discourse over politics before in an election? Surely, all this armchair punditry means people are thinking about issues and that's got to be a good thing.
What wasn't so good was what it exposed for some of the social media gurus out there.
Last week, my friend Jeff Tseng invited me to give a presentation to a bunch of game developers at CrowdStar Games. Before founding CrowdStar Jeff was the lead designer at Secret Level Games and then at Sega where he worked on projects you might have heard of... like Iron Man.
Anyhow, Jeff wanted his team to think about how to build brands around the games they designed. I boiled it down to 3 easy steps.