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.
Aug
13
Shopper “path to purchase”: a new approach to media planning?
In: advertising, media, retail, shopper insights, shopper marketing
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Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is.
Jun
29
What’s a Researcher Like Me Doing in a Place Like This?
In: advertising, branding, innovation, listening, Research is Cool, research transformation
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Could a marketing researcher bring a new, edgy perspective that others would find compelling? Yes! Blogging for Fast Company Magazine on marketing, advertising, and innovation.
May
20
Cracking the code; creating great brands
In: branding
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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 […]
May
14
A Klingon is one of the bad guys in Star Trek; a Marketing “Cling-on” is also dangerous…someone who clings on to rules of thumb from the past, believing the world is really not so different after all. Trekkies know what a Klingon looks like, but how about a Marketing “Cling-on?” Here are some examples. In […]