Brand building in a two way world will separate marketers into two groups; those who feel a sense of gain from conversation with consumers and those who feel a sense of loss because they are no longer in control. The first group is the future of marketing.
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- The importance of brands to a free society
- Ten big marketing trends, part III; the changing consumer
- Brand Building in a Two Way World
- Ten big marketing trends; part one–media planning
- ARF President asks why is listening so scary?
- How to make people curious about your brand
- Six marketing research wake-up calls in 2009
- Getting the most out of online research
- Transforming research through listening
- Putting shopper marketing into the hands of the shopper
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Feb
3
Media strategy principles in a 360 world should take priority over the analysis of benchmark brands. The benchmark approach locks you into a recursive trap so you are probably observing strategies that reflect a 5-7 year old media environment
Jan
22
ARF President asks why is listening so scary?
In: listening
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True listening is scary, that’s what’s up. It’s a big change from our traditional way of thinking. So, the single biggest opportunity in the history of consumer marketing lays dormant.
Dec
11
Listening reveals insights via social and open-book approaches. Listening is about studying the change-makers (people) in a way that is native to how they are increasingly living their lives. We must learn how to add listening to our survey-based approaches for generating anticipatory insights.
Nov
18
The 4 things that Social Media and California Raisins have in common
In: advertising, social media
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Social media is not just a “thing”; it will be integrated into EVERYTHING. Verizon Fios is integrating social media (Facebook, Twitter) into TV. Facebook and twitter apps and web access are now fairly common in cell phones. On the other hand, it is important to realize that social media is part of mobile life, not the other way around.