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Archive for April 2010

At Issue } essential reading

Forget Your Elevator Pitch — What's Your Dumbwaiter Pitch?

Umair Haque
Apr 20, 2010

So you've got an elevator pitch — a short, pithy description of why your business is special, exciting, and unique. Yawn. Today, elevator pitches are the economic equivalent of speeches at a beauty pageant: predictable, often vapid, always bland. Here's a suggestion. Try a Dumbwaiter Pitch instead. It's an exercise I often do with startups, giant corporations, social entrepreneurs, and investors. Its goal? To strip an organization right down to its bones, and see how compelling it really is.

The Death Of The Website

Boris Veldhuijzen van Zanten
Apr 20, 2010

Own an iPad? Downloaded the eBay app? You should. It is by far the best way to experience eBay. Watch Movies? Seen the IMDB App? It is so much better than the website. Use Twitter? 81,43% chance you are not using Twitter.com but an App. It seems that more and more Apps are replacing websites in a time when more and more applications are moving to the web. What exactly do we want? Email went from the Application to the Cloud with Gmail, and we love it. The same for Flickr for photos and Google Docs for documents. At the same time Twitter started out as a website but quickly moved to applications on multiple platforms. It is clear that just moving everything to the web isn’t the ultimate solution for everything. That eBay and IMDB app are clear examples.

America's Most Popular Companies

Laurie Burkitt
Apr 20, 2010

With big names like Tiger Woods and Toyota Motor stepping into the spotlight of public scrutiny this year, reputation is a hot topic in the media and in corporate boardrooms. No company wants its public image to be the reason it has a hard time rebounding from the recession. So what factors shape the public's image of American businesses? Which companies do consumers trust and admire?

10 Companies With Social Responsibility at the Core

Bob Liodice
Apr 20, 2010

The following 10 companies stand out as prime examples of how social responsibility can be productively coupled with sound strategies to advance goodwill, while building sustainable and impressive businesses. They provide the leadership to demonstrate how marketers can pursue both objectives simultaneously. As such, socially conscious companies have stepped up their efforts with increasing effectiveness and productivity. It is an impressive movement and one that invites society at large to do even more. Let's use these as examples for "how to get it done" so that we can effectively expand our efforts to give back.

The Re-Invention Economy

Billee Howard
Apr 20, 2010

A push for real and meaningful innovation permeates the business environment. Leading brands embrace innovation as a tangible driver of business performance as opposed to a meaningless moniker-and inculcate true innovation and entrepreneurialism into their cultures, employees and overall enterprises. Innovation in the Re-Invention Economy shows its evolved self in every aspect of organizational drive and is industry agnostic in its rapid manifestation.

Marketing To Men

Bob Deutsch
Apr 20, 2010

Men are, well, men. They live in the 'now.' They are concrete thinkers that like to consummate, finish. A male axiom is "complete what you set out to do." Men are interested in power and in looking good, even more than being good. In short, that's the nature of beauty for the beast. You cannot market to men the same way you market to women. It's not a simple transformation of changing colors, fonts or packaging. Men and women are different biologically, psychologically and socially.

Web Coupons Know Lots About You, and They Tell

Stephanie Clifford
Apr 19, 2010

For decades, shoppers have taken advantage of coupons. Now, the coupons are taking advantage of the shoppers. A new breed of coupon, printed from the Internet or sent to mobile phones, is packed with information about the customer who uses it. While the coupons look standard, their bar codes can be loaded with a startling amount of data, including identification about the customer, Internet address, Facebook page information and even the search terms the customer used to find the coupon in the first place.

Flash in the Pan

The Economist
Apr 19, 2010

The success of Apple’s mobile devices gives the firm an opportunity to capture a goodly chunk of the emerging mobile-advertising market. Indeed, that is the reason why Apple recently acquired Quattro Wireless, a mobile advertising agency. Becoming an advertising powerhouse is certainly attractive. But Mr Jobs has far bigger fish to fry. The biggest of them all is turning Apple into the Microsoft of mobility. But first there is a little matter of locking as many software developers as possible into the Apple ecosystem. If the applications are there, so the argument goes, users will follow in droves.

Spinning Straw Into Online Gold Through Science of Data

Michael Learmonth
Apr 19, 2010

Marketers have always sought that secret sauce, the data that gives them an edge over their competition. And online, where data is generated faster than anyone can make sense of it, that arms race has taken on an extreme dimension.

The State and Future of Twitter 2010: Part One

Brian Solis
Apr 19, 2010

The State and Future of Twitter was revealed to the world at the Chirp Conference. Developers, futurists, reporters, investors, stakeholders, and businesses convened at the Palace of Fine Arts in San Francisco, making the journey from all over the world to witness history in the making.

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