Marketing and Research Consulting for a Brave New World
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Today marketing is like soccer; constant action in the form of responding to consumer-initiated conversations in social media, search and digital behaviors across screens. Soccer researchers must embrace digital and social data, delivering metrics at the speed of light.

Marketers must use new approaches and adopt a new corporate culture to become fast-learning organizations, or they will find their opportunities in the new normal defined by a future that is not of their own making.

In a broadcast marketing world, we think of brand communications as being chunked up into campaigns. In a social media world, you are creating a permanent commitment to be part of the conversation and obey the 6 rules of authenticity.

Here is an interview with Michael Perman, Senior Director of Consumer Insights, Levi Strauss & Co. who has trained over 7,000 on storytelling and who is conducting, with Pat Hanlon, the ARF Workshop, “Stories Inspire” on June 22nd in NY. The interview with Pat Hanlon can be found here. Joel: Michael, you are a huge […]

My interview with Pat Hanlon, author of Primal Branding on the role of stories at creating great brands. Joel Rubinson: You have said that a great brand needs a great creation story. What do you mean by that and why is it so important? Patrick Hanlon: Actually, what I have said is that great brands […]