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Archive for April 2010

At Issue } essential reading

Branding Comes Early in Filmmaking Process

Stephanie Clifford
Apr 5, 2010

Mr. Yospe was not a screenwriter, not a producer, not even a studio executive. No, Mr. Yospe was a lawyer with the firm Manatt, Phelps & Phillips. He was meeting with the writer-producer Roberto Orci, who co-wrote “Transformers” and “Star Trek,” to talk about how to include brands in “The 28th Amendment.”

For iPad, Lines but No Shortage

Geoffrey A. Fowler and Shira Ovide
Apr 5, 2010

Apple Inc.'s iPad appeared to get off to a strong start over the weekend as swarms of buyers flocked to stores after weeks of publicity about the tablet-style computer. But the long lines soon faded, and few stores sold out of the device, which continues to face questions about how broadly demand for it will spread beyond technology enthusiasts.

When Games Invade Real Life

Jesse Schell
Apr 3, 2010

Games are invading the real world -- and the runaway popularity of Farmville and Guitar Hero is just the beginning, says Jesse Schell. At the DICE Summit, he makes a startling prediction: a future where 1-ups and experience points break "out of the box" and into every part of our daily lives.

2010 Post-Recession Consumer Study

Ogilvy & Mather and Communispace
Apr 2, 2010

Today’s consumer is emerging from the recession with a radically new definition of the American Dream and a renewed sense in their own resourcefulness and priorities according to a just released quantitative study of 1200 consumers and qualitative research with nearly 700, conducted by Ogilvy & Mather Chicago in partnership with leading consumer insight company Communispace.

Harnessing the Mobile Revolution

Thomas Kalil
Apr 2, 2010

The premise of this essay is that the explosive growth of mobile communications can be a powerful tool for addressing some of the most critical challenges of the 21st century, such as promoting vibrant democracies, fostering inclusive economic growth, and reducing the huge inequities in life expectancy between rich and poor nations. The benefits of mobile communications are particularly profound for developing countries, many of which are “leapfrogging” the traditional fixed telecommunications infrastructure. As a result, billions of people in developing countries are gaining access to modern communications of any sort for the first time.

Do Network Effects Span Geographies?

Fred Wilson
Apr 2, 2010

Three years ago most western european countries had a local social network that was the most popular social net in the country. Today Facebook is dominant in most of western europe and those local social nets have largely been bypassed. It would seem that Facebook leveraged the size of its network (approaching 500mm people worldwide) to beat its competition in social networking. But what's interesting to me about that is that it also means that it leveraged a network that was larger out of country to beat an incumbent who initially was larger in country.

That’s the CMO’s Job

Denise Lee Yohn
Apr 2, 2010

Author Peter Drucker’s adage that a business enterprise has two basic functions—marketing and innovation—certainly resonates in the quick-service industry today. Marketing and innovation serve as critical drivers of growth at a time when the limits of cost cutting have been reached. While the innovation function is steady across all chains, marketing strategies vary greatly.

Twitter Writes Its Own Success Stories

Brian Solis
Apr 2, 2010

In January 2010, nearly 75 million people visited Twitter according to comScore. While that number seems remarkable, it represents only a fraction of what’s realistically attainable. I believe that Twitter’s growth, to date, is hindered not by its ambition nor potential, but by the company’s ongoing focus on competing priorities rather than showcasing how users can effectively communicate and excel on this unique platform. But that’s all about to change… Every day, millions of potential people are introduced to Twitter through traditional media, online dialogue in other social networks, as well as the content and marketing campaigns of local, national, and global businesses and media properties.

Fill in the Holes in the Consumer's Mind

Al Ries
Apr 2, 2010

There's the key and the lock. The bolt and the nut. The button and the button hole. So, too, there's the position and the hole in the mind the position is trying to fill. Except, of course, many marketers seem to have forgotten about those holes in the mind. Which is strange. If there is one constant in the communications chatter about the marketing function it's this one: The consumer owns the brand. True enough. But where in the world is the consumer going to put the brand except in his or her mind?

From Social Media to Social Strategy

Umair Haque
Apr 1, 2010

Marshall McLuhan once famously said, "The medium is the message." Here's what he meant: "The 'message' of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs." Today, the meaning is the message. The "message" of the Internet's social revolution is more meaningful work, economics, politics, society, and organization. It promises radically more meaning: to make stuff matter, once again, in human terms, not just financial ones. And that's never mattered more.

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