After writing a post a few weeks ago called "Is Coke it?" on the new content-driven website for coca-colacompany.com, Ashley Brown, Coke's head of digital and social media reached out to me and invited me to write a follow-up story on the pages of Coca-Cola's very own web site.
I just got back from the iMedia Breakthrough Summit which was almost completely focused on mobile. Within the first 10 minutes of the conference, someone cracked the joke that "once again, this is the year of mobile!"
There are a zillion stats I could post (I won't bother) showing we all use smartphones to access the internet these days. But what does that mean for advertisers?
It is pretty obvious that we are fans of the iconic work of Rankin-Bass studios, but it's not only their nostalgic stop-motion animation that we relish—it's also the sappy messaging that has shaped our lives and our business.
Which made us start to examine holiday TV specials and the lessons they teach.
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: