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At Issue } essential reading

Four Things CMOs Can Do to Protect Data Privacy

Kate Kaye
Apr 15, 2014

Data-security events in the modern era could be categorized as "Before Target" and "After Target." The effects of the company's late-2013 data breach of as many as 110 million consumer records and credit-card numbers continues to ripple -- even reaching marketing departments across the country.

Your Business Doesn’t Always Need to Change

Andrea Coville & Paul B. Brown
Apr 15, 2014

By now, the idea that organizations must adapt in order to maintain both relevance and market share in a rapidly changing world is so ingrained that it’s been reduced to pithy sayings. And there are many organizations — from Blockbuster to Kodak, print-only newspapers to pay-phone makers — that no doubt wish they’d followed the advice. But is constant adaptation always the best policy?

The Sad, Slow Death of America's Retail Workforce

Derek Thompson
Apr 15, 2014

Retail sales just notched their best month since 2012 and the industry has added almost one million jobs since 2010. But the rosy headline stats obscure a more complex and potentially troubling story in retail—particularly for its employees.

If You Want Google Glass, Now’s Your Chance

Jordan Crook
Apr 15, 2014

It’s been nearly a year since Google released the Google Glass face computer, and still only a select few have had access to the thing. But that’s all about to change.

Generation Wealth: Brands are overlooking the most lucrative demographic

Liam Ward-Proud
Apr 14, 2014

Courting millennials is something of an obsession among media types. With brands chasing the digital trendsetters born between 1980 and 2000, marketing campaigns seem increasingly driven by Twitter hashtags, Facebook follows and all manner of social media buzzwords. This could be a huge mistake.

When You're at the Crossroads of Should and Must

Elle Luna
Apr 14, 2014

This is a story about two roads — Should and Must. It’s a pep talk for anyone who’s chosen Should far too long — months, years, maybe a lifetime, and feels like it’s about time they give Must a shot.

How To Design For All Of Humanity, According to Facebook's Head Of Product

Kaila Colbin
Apr 14, 2014

Facebook has rolled out a design update, and, if the comments in my News Feed are anything to go by, it’s the end of the world. The new layout is awful. The fonts are atrocious. We want the old look back. In short, we’ve reacted the way we react to every Facebook design update. We are nothing if not entirely predictable. Most of us, however, have no idea of the imperatives and constraints facing Facebook’s design team.

The Rise of the Data Natives

Monica Rogati
Apr 14, 2014

Sometime at the start of the decade, YouTube was abuzz with viral videos of small children — yet to speak, read or write — “pinching” magazine articles with their fingers as they would an iPad. These children were heralded as members of a new generation of “digital natives”: People who grew up surrounded by computers, shaped by always-on technology and the Internet. Today we are witnessing a new revolution, this time of “data natives” who expect their world to be “smart” and seamlessly adapt to them and their taste and habits.

Forget the Selfie: Samsung Is Out-Innovating Apple in Marketing

Mark Bergen
Apr 14, 2014

It was the tweet heard around the world, but was it worth $1 billion? That was the value Publicis Groupe CEO Maurice Levy put on the star-studded Oscar smartphone "selfie" during an interview in Cannes earlier this week. He also immodestly took credit for it, which is a stretch because while Publicis buying arm Starcom Mediavest did broker Samsung's sponsorship of the Oscars, the tweet itself was spontaneous, according to two sources with knowledge of Samsung's marketing.

A Viral Marketing Gag That Uses 3-D Printers and Rubber Chickens

Joseph Flaherty
Apr 14, 2014

When was the last time you talked about your favorite cracker on Twitter? It’s a dry subject and the marketing team responsible for promoting Nabisco’s new Belvita brand crackers knew that their key selling point, “Nutritious sustained energy all morning,” wasn’t going to light the social web on fire without a little help. Instead of following their traditional strategy of minting coupons or, God forbid, coming up with a strategy involving QR codes, Belvita decided to embrace 3-D printing in a crassly commercial, and wildly successful, ad campaign.

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