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
14
Marketers, take note: the curiosity impulse can lead people to discover and engage with your brand. Curiosity short-circuits the linear funnel from awareness to interest to desire, blah blah. Curiosity leads to purchases that are serendipitous and often spontaneous.
In a long-tail world of choices that are sometimes not very functionally different, perhaps “interesting” is the new “better”.
Nov
24
Brands represent a huge amount of asset creation from advertising and other brand building investments and marketers need to find a way to make the connection or they will continue to make the wrong marketing investments.
Sep
22
Meet the CIMMs; “Coalition for Innovative Media Measurement”. While Sims try to get through their daily virtual lives, CIMMs are 15 of the largest media and advertising companies trying to kickstart innovation of long-form video measurement across 3 screens; TV, internet, and smaller mobile devices.