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Archive for January 2010

At Issue } essential reading

U.S. Holds Fire in Google-China Feud

Jay Solomon, Ian Johnson and Jason Dean
Jan 14, 2010

U.S. government officials and business leaders were supportive but wary of taking sides in Google Inc.'s battle with China, a sign of the delicate tensions between the growing superpower and the West. The White House said it would wait to comment until China responded to Google's threat to bolt from China, over censorship and alleged cyber spying. Commerce Secretary Gary Locke called Google's charge that it and dozens of companies were hacked "troubling" and encouraged China "to work with Google and other U.S. companies to ensure a climate for secure commercial operations in the Chinese market."

After Ditching Tiger, Accenture Tries New Game

Emily Steel
Jan 14, 2010

On Dec. 13, Accenture decided to end its six-year sponsorship of Tiger Woods. The next day, Roxanne Taylor, the global consulting firm's chief marketing officer, presented the concept for a new ad campaign to Chief Executive Bill Green. Amid salacious headlines about the golf superstar's alleged extramarital affairs, the new campaign, based on an idea Accenture's ad agency already had on hand, was put on a fast track. It would replace images of Mr. Woods with a lineup of animals pictured in ways designed to jibe with Accenture's longstanding slogan: "High Performance. Delivered."

The Madness of Crowds and an Internet Delusion

John Tierney
Jan 13, 2010

When does the wisdom of crowds give way to the meanness of mobs? In the 1990s, Jaron Lanier was one of the digital pioneers hailing the wonderful possibilities that would be realized once the Internet allowed musicians, artists, scientists and engineers around the world to instantly share their work. Now, like a lot of us, he is having second thoughts. Mr. Lanier, a musician and avant-garde computer scientist — he popularized the term “virtual reality” — wonders if the Web’s structure and ideology are fostering nasty group dynamics and mediocre collaborations.

5 Marketing Principles Brands Should Embrace in 2010

Frank Striefler
Jan 13, 2010

Most of the marketing rules we lived by just five years ago are practically obsolete. The industry has faced more changes in the last five years than in the previous 50. Let's face it, there's no point in improving broken legacy models. Since necessity is the mother of invention, let's not waste this recession and instead use it to rethink how we go about branding in this new decade.

Preparing For Growth: Time To Rebuild Trust And Reputation

Arun Sinha
Jan 13, 2010

In a post-recessionary world, trust has moved from the individual to the corporate realm. It is one of the most important issues that business organizations face when it comes to the future of their brands. A 2008 study by the Chief Marketing Officer Council found that some 99% of customers surveyed said they would either scale back or terminate relationships with companies that fail at building customer trust. In the past, trust may not have seemed like a natural part of management's role, but these days it is a critical part of every business, one proven to have an effect on the bottom line. Customers need to see that a solid foundation has been built within a business and that their needs will be addressed--especially in times of crisis.

Citing Attack, Google Says It May End Its Venture in China

Andrew Jacobs, Miguel Helft and John Markoff
Jan 13, 2010

Google’s stunning declaration that it would stop cooperating with Chinese Internet censorship and consider shutting down its operations in the country ricocheted around the world Wednesday. But in China itself, the news was heavily censored. Some big Chinese news portals initially carried a short dispatch on Google’s announcement but that account soon tumbled from the headlines and later reports omitted Google’s references to “free speech” and “surveillance.”

Build Your Customer Experience Roadmap

Bruce D. Temkin
Jan 13, 2010

What makes Barnes & Noble a better brand than Charter Communications--and many others? Customer experience. Forrester Research recently released its third annual Customer Experience Index. The study ranked 133 US companies across 14 industries using feedback from more than 4,600 consumers. Barnes & Noble came in at the top for the second year in a row, slightly ahead of Marriott Hotels and Hampton Inn. Other winners: Amazon.com and Costco. At the other end of the spectrum, Charter Communications took the bottom spot for the third consecutive year. Also at the bottom: Cigna and Medicaid.

The Socialization of Small Business

Brian Solis
Jan 13, 2010

Social Media impacts every business, every brand, and in doing so, connects a network of distributed communities of influence, making the world a much smaller place in the process. Small businesses are in fact at an advantage in Social Media Marketing as they can focus on hyper-local activity that can offer immediate rewards or at the very least, the real-time feedback or lack thereof says everything about next steps.

The Most Relevant Identity Work of the Decade

Armin
Jan 13, 2010

I gave myself a deadline of January 15 to do a recap of identity work in the 2000s, assuming that it wouldn’t be an editorial faux pas to do a list of this sort well into the new year. So here it is. An admittedly incomplete — it would take months to do this exhaustively — compilation of the most relevant identities of the past decade. The choices are listed chronologically and there is no ranking system, they are simply there as records of the corporations, products and services that shaped the decade and the identities that helped (or didn’t help) shape their perception in consumers’ eyes and minds.

The 10 Stages of Social Media Business Integration

Brian Solis
Jan 12, 2010

An overnight success ten years in the making, social media is as transformative as it is evolutionary. At last, 2010 is expected to be the year that social media goes mainstream for business. In speaking with many executives and entrepreneurs, I’ve noticed that the path towards new media enlightenment often hinges on corporate culture and specific marketplace conditions. Full social media integration often happens in stages — it’s an evolutionary process for companies and consumers alike. Here are the ten most common stages that businesses experience as they travel the road to full social media integration.

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