Dear Facebook: Don’t Forget the Marketers
Nov 21, 2008
An open letter to Facebook
Tag: strategy
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At Issue } essential reading
When Profit And Social Impact Unite
Mar 18, 2010
Until the late 1980s, you could clearly see the difference between the business and public sectors. Business was fast-moving, productive, and focused exclusively on profits. The public sector (government, nonprofits, foundations) was slow and unresponsive but full of people who cared about the world and its people. With the emergence of the citizen sector, all that has changed.
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Twitter, SXSW, and Building a 21st Century Business
Mar 18, 2010
So, how was your week? Mine's been interesting. In case you haven't heard, I interviewed Twitter CEO Evan Williams at the keynote at this year's South By Southwest (SXSW) Interactive Conference on Monday in Austin, Texas. In short, the Twitterati in the audience thought our hour-long chat was about as interesting as watching a pair of grandmothers play Canasta. I'll be the first to admit to being a bit green as an interviewer, and entirely new to SXSW. Maybe, in hindsight, I should have monitored Twitter on my laptop from the stage so I could have adjusted our conversation... especially in front of a raucous audience not known for leniency. In any case, I apologize to the SXSW community that our conversation didn't live up to the significant pre-event hype. But let's get beyond the hype.
Making Strategy Simple
Mar 17, 2010
How do you talk about your business's strategy so that your employees get it? Well, you've probably heard the phrase "Keep it simple, stupid." And often the subtext of that is: "Keep it simple, because your people are stupid." But the point of simplicity isn't to dumb things down. You're not trying to solve a comprehension problem. You're trying to solve a problem called decision paralysis.
A Little Less Conversation, A Little More Action
Mar 16, 2010
While I have spent some time pondering social media in 2006, this topic is getting dear to my heart again. Partially because – here at Futurelab - there has been a marked increase in the number of requests from large organisations to help develop a “social media strategy”. This is often accompanied by the words Facebook, Twitter, buzz and monetization. My usual one-line response to these queries is that developing a strategy for social media, is about as useful as developing of a strategy for a fax machine.
Online Research: Don't Confuse More With Better
Mar 16, 2010
The internet has changed the way we do research. Sure it's cheap and fast, but is the ability to get instant data actually making executives smarter about market opportunities? Not always. In too many companies, online research creates an illusion of rigor while actually sowing confusion about market truths, leading executives -- in particular CEOs and CMOs -- to miss the big picture and waste opportunities right under their noses.
To Take on Botox, Rival Tries Rebate
Mar 12, 2010
Allergan and Medicis Pharmaceutical are the Coke and Pepsi of vanity medicine. Allergan makes Botox Cosmetic, the well-known injectable anti-wrinkle treatment. Medicis markets Dysport, a competing anti-wrinkle shot, in the United States. The Food and Drug Administration has approved both drugs to smooth skin furrows between the eyebrows. And now Medicis has introduced a new marketing campaign that pits Dysport directly against Botox, essentially issuing a Pepsi challenge for the wrinkle wars. The campaign is even called the Dysport challenge.
Labor Tensions Threaten Airline Recovery
Mar 12, 2010
Increasingly turbulent labor negotiations are threatening to knock U.S. airlines off their recovery course just as the battered industry starts to emerge from a deep recession. Airlines slashed pay and benefits over the past decade, often during stays in bankruptcy court. Now, their restive workers are pressing for wage increases, in some cases by double-digit percentages.
Green with Ennui
Mar 2, 2010
Judging from its branding and the griping of its competitors, Apple customers are hip, aware, and enlightened, yet its shareholders recently defeated resolutions to make the company more environmentally responsible and affirmed instead their uncool unconcern about anything other than profits. There isn't just a disconnect here, but an entirely topsy-turvy arrangement.
Do You Need All That Data?
Mar 2, 2010
Organizations love data: numbers, reports, trend lines, graphs, spreadsheets — the more the better. And, as a result, many organizations have a substantial internal factory that churns out data on a regular basis, as well as external resources on call that produce data for onetime studies and questions. But what's the evidence (or dare I say "the data") that all of this data is worth the cost and indeed leads to better business decisions? Is some amount of data collection unnecessary, perhaps even damaging by creating complexity and confusion?
Companies Map Routes to Recovery
Mar 2, 2010
Corporate America is emerging from the worst downturn since the Great Depression smaller and thriftier. To survive, companies have laid off millions of workers, closed hundreds of factories and vacated acres of office space. Like those who grew up in the Depression and still reuse sheets of aluminum foil, the experience has left them financially conservative and wary of risk. The road to recovery will likely be marked by slow and steady acceleration, rather than speed. Some companies will see opportunities to amass undervalued assets or steal customers. But it is unclear if their efforts will create enough new jobs to spark broader economic growth
How To Keep Good Employees In A Bad Economy
Feb 26, 2010
As we make our way through the challenges of the global economic crisis, high-impact performers are in demand. I'm speaking here of the indispensible workers who are willing to do what it takes to help the company succeed even in the most difficult of times. Those who pick up the slack when the organization is forced to cut back; those whose ideas save time, money, and effort; those with a positive outlook who help keep the organization moving forward.
For Foursquare, Social Media Challenges Are Fourfold
Feb 26, 2010
I hate the word "buzz," especially when it's being stoked by a calculated PR push, so I'm going to start using a new word, "puzz" (publicity + buzz) to describe that phenomenon. The last couple weeks have seen a lot of puzz about Foursquare, a very interesting, cutting-edge social media application that combines digital, mobile distribution of data with the real-world physical locations of its users. Basically, it's a social network site that tells your friends where you are. This is a very cool idea, bringing online social media -- previously restricted to the infinite, abstract Internet -- into the limited, concrete geography of the real world. The latest Foursquare puzz has it partnering with IGN Entertainment's AskMen.com site, for a deal that will distribute content about local travel and entertainment from the AskMen A. List newsletter to Foursquare users, complementing the highly targeted local social focus of the latter.
Lords of Strategy: A Conversation with Walter Kiechel
Feb 26, 2010
I spoke recently with Walter Kiechel about his new book, The Lords of Strategy, which describes the rise of the large strategy consulting firms — BCG, McKinsey, and Bain — as well as the business school professors who contributed conceptual frameworks and pragmatic insights to the strategy revolution. Kiechel, a former Managing Editor at Fortune magazine, was the Editorial Director of Harvard Business Publishing from 1998 to 2002.
Coca-Cola Deal Marks Major Shift in U.S. Strategy
Feb 26, 2010
Coca-Cola Co.'s deal Thursday to acquire the bulk of its largest bottler is likely to spell major changes in the way beverages reach stores and consumers in the U.S. Coke shares slipped 4% to $53.12 in 4 p.m. composite trading on the New York Stock Exchange following the company's announcement that it will acquire Coca-Cola Enterprises Inc.'s North American operations, representing about 75% of the volume of Coke products sold in the U.S. and all of its Canadian volume. At the same time, CCE will expand its European operations, acquiring Coke's bottling units in Norway and Sweden, and later possibly its 83% stake in its large German bottling operations.
In CSR, Nike Just Does It
Feb 25, 2010
Nike recently released their “Corporate Responsibility Report FY07-09” and I was so impressed by it, I just had to share my thoughts about it. Many of you know how big of a Nike fan I am, so it’s probably not surprising that the report resonated so strongly with me. But actually, I don’t think my positive brand bias has much to do with my reaction to the report. After all, I take a very skeptical stance when it comes to corporate social responsibility because many companies’ CSR efforts lack integrity the way their brand efforts do – they emphasize the saying vs. the doing.
Measuring the Strength of Brand Identity
Feb 25, 2010
Ever wonder what is really behind this thing we call "identity? " It's one of those words that attracts a variety of meanings, ranging from a company's name and logo, to its business definition (Fuji: We're a digital imaging company), to its image in the marketplace, to its values.
Know It, But Don't Include It
Feb 25, 2010
The New York Times brings this story of an economist who has been predicting - disconcertingly accurately - the medals tally for the last few Olympics. Daniel Johnson - the economist in question - is currently in the news for his predictions for the current Winter Olympics. The strange thing about Daniel's predictions is not that they have a record of 94% accuracy with actual medal counts. It is his methology. Rather than basing his predictions on individual athletes, the events or even any knowledge of sport, he bases them on something far more removed.
Coca-Cola Strikes Deal With Bottler
Feb 25, 2010
Coca-Cola Co. agreed to buy the bulk of its largest bottler, the company announced Thursday morning. Under the terms of the deal, Coke would give up its 34% stake in Coca-Cola Enterprises Inc., worth $3.4 billion, and assume $8.88 billion in debt. In a separate deal, Coca-Cola will sell its own Norwegian and Swedish bottling operations to Coca-Cola Enterprises for $822 million. CCE has an option to buy Coca-Cola's 83% stake in its German bottling operations. "We have a strong and unrelenting belief in our unique and thriving global bottling system. Our new North American structure will create an unparalleled combination of businesses," Coca-Cola Chairman and Chief Executive Officer Muhtar Kent said in a statement.
'Paranormal Activity' Wins by Listening to Fans' 'Demands'
Feb 22, 2010
For almost two years, "Paranormal Activity" quietly maintained modern-day cult movie status, traveling from film festivals to the occasional midnight screening in a college town for anyone who wanted to see -- and scream at -- the ultralow-budget horror thriller. But after Paramount Pictures picked up the $15,000 film from corporate sibling DreamWorks last summer, it was time to redefine what "cult" could mean in the digital age of 2009. Paramount teamed with Eventful, a user-generated event marketing site, for a first-of-its-kind "Demand It" campaign in which movie fans could "demand" the movie come to their hometown. If the film got 1 million demands, Paramount promised, the studio would roll out the film nationwide to all the markets that asked for it. The studio reached that lofty goal in less than a week.
Burger King, Franchisees Start Making Nice
Feb 19, 2010
After months of public acrimony, Burger King appears to be letting franchisees have it their way. The chain will raise the price of its $1 double cheeseburger, and is working to resolve pending litigation related to a proposed advertising increase. Burger King has been embroiled in two lawsuits with franchisees, one relating to whether the company can set prices -- stemming from the cheeseburger promotion -- and another pertaining to the chain's right to divert rebates from soft-drink companies to boost advertising spending.
New Rum Campaign Has a Sophisticated Tone
Feb 18, 2010
The raucous, party-hardy image of rum is not for the rum distillers of Puerto Rico. They are taking another tack in a campaign that is now under way. The campaign, which carries the theme “A reflection of who you are,” has a tone that is intended to be more sophisticated and upscale. The ads are aimed at younger urban professionals who look forward to other parts of the day besides happy hour.
For Redbox, 28 Days Later Is a Horror
Feb 18, 2010
Has Redbox just put itself into a wooden box? The DVD-kiosk chain's agreement with Warner Bros. means Redbox customers won't be able to rent new Warner DVDs until 28 days after their release. That may make sourcing its movies easier. But it also may shorten the Coinstar unit's life expectancy.
Secret to Breaking the 2-Year Curse: It's the Sales, Stupid
Feb 15, 2010
We all know the statistic and scratch our heads: The average tenure of a CMO is around two years or less. Why? Usually it takes that long to fully understand the intricacies and true insights of most industries, companies and brands. Repeating an action over and over again anticipating a different outcome is a humorous definition of insanity. So are CEOs and boards insane?
Who Says the Future Needs an Advertising Agency?
Feb 10, 2010
Advertising agency of the future sounds a bit like horse drawn carriage of the future. I’m not saying for certain that there won’t be agencies in the future, only that the future doesn’t necessarily need agencies. Just like the future doesn’t need printed news but it needs journalism; the future needs commercial communications, but who creates them, the agency or the brand or someone else, is unwritten. And though the future of the agency is unwritten, I have real doubts that agencies will survive or should survive.
Why You Need a Strategy for Social Media
Feb 10, 2010
Social media has matured to the point where marketers are no longer asking whether it should be part of their marketing mix but how and where they should participate. A clear strategy for the channel is now necessary. “The low cost of social media can lull marketers into improvising solutions,” said Paul Verna, eMarketer senior analyst and author of the Insight Brief “Five Reasons Why Marketers Need to Have a Social Media Strategy.” “But taking account of the time spent debating, formulating, managing and executing social media campaigns—not to mention creating content—makes it clear that money is at stake and a well-thought-out plan is needed,” Mr. Verna said.
Wikimedia Strategy: Ideas for Strengthening Online Communities
Feb 10, 2010
For those of you who have been following Wikimedia's open strategy initiative on this blog, you'll know that one of the goals of the work has been to strengthen the health of the Wikipedia community of contributors who create and use its online encyclopedias. In a healthy community, contributors feel a sense of affiliation and social bonding, they come from diverse backgrounds and expertise areas required to accomplish the project's expansive work, remain open to differences of perspective and able to resolve disputes respectfully. "Community health" is a hot topic among participants engaged in developing the Wikimedia strategy, both within the broader Wikimedia community and outside it.
Facebook, AOL Link Instant Messaging
Feb 10, 2010
Facebook's and AOL's instant-messaging systems now can link together. It's a step forward--but one that also shows how backward Net communications are today. "AIM has teamed up with Facebook, and now you can chat with your Facebook friends--right from AIM!" gushes the AIM beta download site. "After you sign into AIM, click the 'Facebook Connect' button at the top of your buddy list to set up Facebook chat. When you are done your Facebook friends will be added to your buddy list. You can now chat with your friends who are using the Facebook site!" Maybe I should be happier about this than I am. I can't begrudge Facebook's effort to enrich its members communications' options through its 2008 launch of instant messaging, but I also can't help feeling this is a case of a new-era Internet company making the same missteps as its dot-com 1.0 predecessors.
International Sales Boost Coca-Cola Results
Feb 10, 2010
Strong soda sales in developing economies such as Brazil and India pushed Coca-Cola Co.'s fourth-quarter profit up 55%, but tepid consumer spending continued to pressure its business in North America. The company's earnings reflect a trend reported by other consumer-product makers in recent weeks: Consumer spending has generally bounced back in fast-growing markets in Asia and Latin America, but has yet to make a comeback in the U.S.
The Tweet Hereafter
Feb 8, 2010
If you're a marketer who has steered clear of Twitter, your (non)strategy may be paying off! It's possible that this Twitter thing may just take care of itself. In the middle of last year, Twitter's growth slowed from 7.8 million new users a month to 6.2 million, according to a recent study from RJ Metrics. That report also found that only 17 percent of Twitter users updated their accounts in December -- an all-time low. An earlier study by the Nielsen Co. revealed 60 percent of Twitter users do not return from one month to the next. Taking that into account, it's tempting to conclude that Twitter is following in the footsteps of another social-media ghost town, Second Life.
Four Ways To Create Intangible Value
Feb 4, 2010
Several years ago, my colleague Dave Ulrich and I looked at how leaders build value by building employee confidence in the future. Our findings bear revisiting as companies begin to emerge after the devastation of the last 18 months and work to create new value.
Is Diamond Foods Nuts For Squeezing 2 Brands Into 1 Ad?
Feb 3, 2010
Does $3 million for one 30-second spot sound like a lot of money to promote your brand during this year’s Super Bowl? Well, if you cram two of your products into one ad, like Diamond Foods is planning, then it’s only $1.5 million per brand.
5 Ways To Rock Customer Review Sites
Feb 1, 2010
There’s been a fair amount of coverage recently about the ins and outs, good and evil, usefulness and rudeness of customer rating and reviews sites. No matter how you feel about these social recommendation sites, if you own a small business of any kind, it’s time to get serious about figuring out and playing the game.
Stop Spreading Viruses & Start Giving Gifts
Jan 27, 2010
Agencies and clients alike often talk about “viral marketing” as if it’s something we choose to create. We describe viral as if it’s an inherent quality we can design into our campaigns, or a deliberate strategy we can execute on. But for the handful of “viral campaigns” that explode into cultural phenomena each year, hundreds of other efforts have little or no impact at all. In spite of this, we often continue to insist that we know how to “make things viral,” while also reassuring ourselves that some efforts “just catch on better than others.” Unless we want to spend another year burning time and resources in the pursuit of that belief, it’s time to accept a difficult truth: viral isn’t a quality that we, as marketers, have the power to bestow. In fact, viral isn’t an inherent trait that advertising can have at all. Viral isn’t what a marketing campaign is, but how that campaign spreads. And when a campaign does achieve viral propagation, it’s not simply a function of what we do as designers and planners. Instead, it’s a function of deliberate choices that each consumer makes about what is worth sharing and why.
Tactic Lust
Jan 25, 2010
We’ve all experienced it. Perhaps you’ve even felt it yourself. You learn of a new marketing tactic – and you just gotta have it… you gotta do it. Your factory needs to be on Facebook. Your team needs to tweet. Alas, sometimes love can be blinding. While your passion may be genuine, there are two things you could be forgetting…
Why Are Superbowl Ads Cheaper This Year?
Jan 21, 2010
It seems like everything I read about the reduction in price of Superbowl Ads blames the economy. But, could it be there is something bigger going on here? As we move from an economy based on scarcity (Superbowl ads are the very definition of a scarce commodity) to one based on abundance there other ways to have a more powerful and long lasting relationship at a reduced cost emerge.
How To Launch An In-Language Internet Program
Jan 21, 2010
When our clients ask me whether an in-language Internet program is necessary to the success of their Spanish-language advertising campaign, I ask them if their marketing goals long- or short-term. If a client's goal is short-term testing of a product or service, an in-language Internet program is nice to have but not necessary, but if a client has long-term marketing goals that aim to build loyalty among Spanish-speaking consumers, then an active digital campaign is essential.
Foreign Auto Makers Suit Up for Super Bowl
Jan 21, 2010
Foreign car makers are marketing their vehicles more aggressively in the U.S., and are making the Super Bowl a high-profile part of their strategies for wresting market share from American rivals. On Feb. 7, tens of millions of football fans will see about a half-dozen auto commercials from at least four overseas manufacturers flicker across their TV screens during the big game. Last year, three auto makers, advertised on the Super Bowl broadcast.
NYT To Charge For Online Access
Jan 20, 2010
The New York Times will begin charging for online access to its website by 2011, reversing the prevailing policy among general news brands to give away their best work for free. The publisher of the International Herald Tribune, Boston Globe and the namesake daily newspaper will adopt a metered model, similar to a system used by the Financial Times, that will offer a set number of articles for free monthly and begin charging readers after they exceed the limit.
Static Clouds Google TV
Jan 18, 2010
By almost any measure, Google is an extraordinary success -- except when it comes to traditional media. After launching ambitious plays to digitize the radio and print businesses in recent years, the search giant eventually bailed on them. Now, several media executives are wondering about the company’s long-term commitment to its fledgling Google TV business. “I think 2010 is a make-or-break year for Google TV,” said Tracey Scheppach, senior vp/director of video innovation for SMG. “A lot of people are wondering what role it will ultimately play for Google -- big, small or not at all.”
Social Media’s Brand-Building Potential
Jan 18, 2010
Right before the holidays, MarketingSherpa released its “2010 Social Media Marketing Benchmark Report.” The report indicated that “improving brand or product reputation” and “increasing brand or product awareness” did not rank highly in the list of social media objectives targeted and measured by U.S. marketers. This confirms my own findings that companies are overlooking the importance of using social media tools for strategic, proactive brand-building.
What Makes Your Advocates Feel Like Rockstars?
Jan 16, 2010
What Makes Your Advocates Feel Like Rockstars? Lavishing them with freebies? Flying them all over the country? Throwing monthly parties for them? Maybe for a while. But not only is that not sustainable, it’s not good business, either. So here are some simple ways to engage with your fans and make them feel like the rockstars that they are.
For Sale: Business Culture
Jan 13, 2010
A recent Business Week article, “Zappos Retails its Culture” offered a tantalizing proposition. After all, if an entrepreneur creates a successful business, why not sell the concept to other entrepreneurs interested in starting up new ventures? So thought Tony Hsieh, Zappos Chief Executive. So, beginning last summer, Zappos began offering two day seminars at $4,000 a pop to share the successful Internet retailer’s recipe for recreating “the essence of its corporate culture”. Now, there are plans to offer these seminars once per quarter in 2010.
Why Good Spreadsheets Make Bad Strategies
Jan 12, 2010
We live in a world obsessed with science, preoccupied with predictability and control, and enraptured with quantitative analysis. Economic forecasters crank out precision predictions of economic growth with their massive econometric models. CEOs give to-the-penny guidance to capital markets on next quarter's predicted earnings. We live by adages like: "Show me the numbers" and truisms such as "If you can't measure it, it doesn't count." What has this obsession gotten us? The economists have gotten it consistently wrong.
Ford's Message: We Are The Medium
Jan 12, 2010
Ford is first off the blocks in 2010 with its clinching of both car and truck of the year at the North American International Auto Show in Detroit. The company won top honors for its hybrid Fusion and Transit Connect wagon. This year, Ford launches two critical vehicles that articulate in sheet metal CEO Alan Mulally's "One Ford" strategy of developing global automobiles, rather than distinct cars and trucks for distinct markets. On Monday, Ford did a live chat from Detroit with Jim Farley, group VP of marketing at the Dearborn, Mich.-based automaker. He fielded questions about how the company will use social media and the company's One Ford plan, and of course, the vehicles. He said the key to Ford's One Ford idea is, at its simplest, one car across the world.
Google’s Approach to Social for 2010
Jan 12, 2010
Though Google’s social strategy has been catch-up at best to date, the company does have a master plan — at least according to engineering director David Glazer, whom I spoke with last week at Google HQ. He said across a variety of products, Google wants to make it valuable and easy to harness social information. In 2010, Google plans to expose and elicit more of the social network built into the tools that many of us already use — Gmail, Google Talk, etc. If you use Google products, the company already knows who your most important contacts are, what your core interests are, and where your default locations are. Glazer said to expect many product and feature launches that start to connect that information in useful ways.
Sears Reveals Online 'Marketplace'
Jan 8, 2010
Keeping quiet works when operating elite hedge funds, but it's usually not a great strategy when running a retailer. For the past six months, Sears Holdings Corp. has been operating an online marketplace that allows third-party vendors to sell goods on its Web site. But few consumers knew about it. Sears waited until Thursday to unveil "Marketplace at Sears.com," disclosing that its Web site carries more than 10 million products, including furniture, art, cosmetics, appliances, sporting goods and shoes. Perhaps Sears could learn a lesson from Wal-Mart Stores Inc., which at the start of this decade also shunned the spotlight, but changed its strategy after too much bad publicity. Now, Wal-Mart goes out of its way to be heard, even as it spends relatively little on advertising.
Changed Perceptions Are The Result of Changed Behaviour.
Jan 6, 2010
I think you’ll probably agree that a lot of our current marketing theory is based upon the almost invisible assumption that thought precedes action. This made sense in an era when marketing was limited to generating thoughts, but when we can build digital and physical experiences, thought is often a barrier to action. Things are often more complicated to explain than they are to do, and thinking about something too much is often paralysing.
Japan Unveils New Plan for Growth
Dec 30, 2009
Still struggling after its worst recession in generations, Japan announced a long-term growth strategy Wednesday that seeks to tap into the dynamism of its Asian neighbors, create millions of jobs in new industries and fuel economic expansion of at least 2 percent a year over the next decade.
Retailers Turn to Internet to Spur Late Holiday Business
Dec 26, 2009
As a relatively subdued last-minute rush brought pre-Christmas shopping to a close, retailers were hoping to entice procrastinating consumers to keep on buying through the holiday and after. More retailers planned Internet sales on Christmas Day this year in an attempt to cash in on the growth of e-commerce, one of the few bright spots in an otherwise lackluster holiday shopping season. Shoppers and stores have engaged in a tug-of-war this year, as consumers postponed shopping in hopes of deep discounts and retailers tried to preserve their profit margins, offering limited deals designed to drive traffic into stores.
How Vevo Makes Google More Like Coca-Cola
Dec 11, 2009
They used to be polar opposites. One was the epitome of 20th century business; the other, the textbook example of a better kind of business. By mass-producing, mass-marketing, and relentlessly hard-selling sugar water to kids and the poor, Coca-Cola rose to global prominence and market dominance: thin, artificial value had little better example. But Google's rise was powered by exactly the opposite: building a more meaningful media marketplace, that created authentic value for all. That was yesterday. Today, Google is the new Coke.
Target Opens Urban Pop-Up Stores to Attract Holiday Shoppers
Dec 11, 2009
Target Corp., the retailer expanding in U.S. cities, opened so-called pop-up stores in three urban centers to generate holiday-season sales and publicity. The second-biggest U.S. discount chain is running Target To-Gos in New York, San Francisco and Washington today through Dec. 13. The temporary stores offer 50 products, including 99- cent Christmas tree ornaments, Sony Corp.’s PSP Go handheld video-game player for $249.99 and pieces from Target’s Rodarte fashion line that won’t be available nationwide until Dec. 20.
Are Your Sources Of Strategic Advantage Eroding?
Dec 11, 2009
Until now, executives have focused on two forms of strategic advantage: structural and capability-based. The Big Shift challenges both. It undermines traditional approaches to structural advantage by systematically reducing barriers to entry and movement. Static capabilities are also increasingly vulnerable - they represent knowledge stocks that depreciate at an accelerating rate. Unless they are rapidly refreshed by knowledge flows, these capabilities rapidly lose their power to differentiate. The findings from our recently released 2009 Shift Index provide graphic evidence on these points. Our analysis shows a sustained and significant deterioration in ROA for all public companies in the US since 1965 - ROA declined by over 75% during this period.
Glimmer: The Power Of Design Thinking
Nov 19, 2009
Fast Company reports that a new book by Warren Berger, Glimmer, poses that basic design strategies can be adapted to everyday issues – at global, social, business and even personal levels. The book’s title captures that moment when one arrives at a new solution to an old problem, and strives to learn how designers solve everyday problems and create alternative solutions.
Social Media's Promise in 2010
Nov 16, 2009
All the incessant chanting of new media's Greek chorus notwithstanding, 2009 revealed two emergent facts about the promise of social media: first, it's not really "social," and second, "media" is its least important quality. Instead, the opportunities it presents arise from what goes into it, and what comes out of it. Ignoring these inputs and outputs are its downside, too.
Windows 7 Shrugs Off Viral Jabs
Nov 12, 2009
Microsoft Windows 7's launch video was a viral smash. And while some believed it was because people thought "HostingYourParty" was a riotously bad -- Microsoft is enjoying the last laugh. Still, despite the negative attention directed at the instructional video, which was intended for people hosting Windows 7 "house parties," the tech giant managed to reach a lot of consumers. In fact, from Oct. 22-29, more than 800,000 people attended more than 10,000 parties in 12 countries hosted by Windows 7.
Why 2010 Is the Year to Rethink Discounts, Pricing Strategy
Nov 11, 2009
General business strategy dictates that there are two ways a business responds to a dramatic downturn in consumer spending. They cut costs and/or discount heavily to drive traffic and lure beaten consumers out of their malaise. Both approaches are easy levers to pull because they have a salient short-term impact. The rub lies in not knowing what the long-term impact of these short-term decisions will be. While the long-term implications of cost-cutting is an article in itself, today many retailers find that their most immediate issue is working their way back out of discount-driven brand-price erosion.
User Stories: A Strategic Design Tool
Nov 11, 2009
Collaborative design methods play a key role in aligning team members towards a shared and strategic project vision. In this article we describe how user stories stimulate and facilitate discussion and decision making with clients in the development of a User Experience Strategy. In our context (the development of online projects) the User Experience Strategy becomes an ‘in principle agreement’ on the shape of the project (what), its purpose (why), and provides potential implementation strategies (how). It takes into account all perspectives (e.g business, technical, marketing, brand) but privileges the intended user experience.
Transparency and Chemistry Key to CMO Longevity
Nov 10, 2009
Get a bunch of longtime chief marketing officers in a room and you'll hear one thing for certain: lots and lots of questions about staying power. The Association of National Advertisers CMO Roundtable this past weekend was no exception. The group, comprised of Best Buy's Barry Judge, General Mills' Mark Addicks, Con Agra's Joan Chow and Fidelity Investment's Jim Speros, underscored the importance of transparency, relationship building and making sure you're right for the job in the first place.
Big Marketers are Urged to Stay Focused on Customers, Brands
Nov 9, 2009
A group of 1,200 marketing and advertising executives at the 99th annual conference of the Association of National Advertisers in Phoenix are anxious about the economy--but many see opportunity as they look toward 2010. Executives from Walmart ( WMT - news - people ), McDonald's ( MCD - news - people ) and MillerCoors on Friday spoke about how their companies, which sell "value" products, have profited from the recession and changes in their businesses. The takeaway message from these executives: Don't be too distracted by fads and trends--stay focused on customers and the brand basics.
Fighting Digital Attention Deficit Begins at Home
Nov 9, 2009
Every day, there's a barrage of numbers from ComScore, Forrester and others that quantifies our enthusiasm for consuming all things digital. But we're in danger of overlooking three Nielsen metrics that are downright frightening and point to a staggering digital attention deficit. The first: The average American visited 87 domains in September. The second: He or she browsed 2,645 web pages that month. And the third: All of 57 seconds is the average time he or she spent per page.
How Six Flags Markets Through Its Bankruptcy
Nov 9, 2009
When Angie Vieira Barocas joined Six Flags nearly four years ago, her challenge was to rebuild the brand with a new team, stimulate renewed excitement and drive attendance. Of course, when she joined Six Flags in January 2006, the company, which that year shifted its corporate headquarters from Oklahoma to New York under new ownership by parent Six Flags Inc., hadn't yet filed for bankruptcy. When it did so this past June, saddled with more than $2 billion in debt that it was unable to refinance, Ms. Vieira Barocas' job took on new complexity.
Efficiency Farming
Nov 9, 2009
There's constant pressure in business to make things as efficient as possible. In every project, the fat is trimmed, the edges are sanded, and the processes are streamlined. It’s how you bring scale to ideas. It’s how you improve margins over time. But far too often, the uniqueness of an idea gets lost in all the efficiency. I was reminded of this recently when evaluating a couple different bottle designs. One was incredibly unique and differentiated, but inefficient all the way through the supply chain to the retail shelf. Another was über-efficient, but, not surprisingly, too close to the rest of the category.
Amid Transition, Rivals are Descending on Apple
Nov 9, 2009
Apple, once untouchable in terms of marketing, has gotten a little roughed up lately. For much of the decade, Apple got away with bashing longtime adversary Microsoft without repercussions. Apple also dominated the MP3 player category without a serious rival. But now, as Microsoft has reinvigorated its marketing and it navigates into the phone handset category, suddenly everyone is bashing Apple.
Micro-Pulse: How Small Touches Impact the Heartbeat of Your Brand
Nov 6, 2009
Think about all the brands you interacted with today. Nearly everything you have done so far today involved a brand, was enabled by a brand or was accompanied by a brand. These interactions are just one of many touchpoints with a specific brand. Touchpoints, or touches for short, work in a way similar to that of how blood flows through our bodies. Your heart pumps blood through your body, providing it with the oxygen and nutrients it needs, but the heart alone isn’t solely responsible for enabling a steady, healthy heartbeat. Every vein, artery and vessel has an impact on your heartbeat. No matter how small a constricted vein may be, it has an impact on the flow of blood.
Forget About Harley and Apple
Nov 5, 2009
Have you noticed that most conversations about branding inevitably include references to Harley-Davidson and Apple? Sprinkle in mentions of Coke, Facebook, and Zappos, and you get the context of every agency pitch for more spending on brand engagement, loyalty, or whatever else these examples might suggest. I suggest you ban these references from your next conversation. Forget about them altogether.
Recovering Before the Recovery
Nov 4, 2009
The important question during a downturn is not whether or not the economy will recover -- it will; it always does. What's important to ask is whether your company will be in position to surge as the economy begins to grow. To a large degree, the level of your success will depend on your marketing efforts and capabilities -- what you have done during the downturn and what you put in place now to win business during the recovery. You will need to make strategic decisions about choosing new media, entering new markets, and positioning products.
Brand Marketers Rethink Their Roles and Their Ad Strategies
Nov 3, 2009
The recession has battered some of the nation's biggest companies. Even so, top marketing executives believe social media and behavioral targeting technologies will help them boost business as the economy stabilizes and consumer sentiment improves. A cautiously optimistic group of marketing executives from big companies, including Bank of America, Dell, Hewlett-Packard, IBM, Mercedes-Benz USA and Xerox, gathered in Palm Beach, Fla., at the Fifth annual Forbes CMO Summit late last week. There they discussed ways they can rebuild trust and boost sales at their companies as the economy stabilizes.
The Art of Retail
Nov 3, 2009
Last Sunday’s New York Times included a piece, “At MoMA, ‘Permanent’ Learns to Be Flexible.” It outlined how the museum’s new chief curator of painting and sculpture, Ann Temkin, is challenging the rules of museum display. In the piece, I found some instructive parallels for struggling retailers. If the idea of retailers learning from museums sounds familiar, it may be because earlier this year I wrote a post recommending that retailers follow in the footsteps of three museums’ attempts to reinvigorate visitor and donor interest. I believe retailers and museums experience some of the challenges:
Luxury Marketing in a Recession and Beyond
Nov 3, 2009
As Coco Chanel once remarked, "Luxury must be comfortable, otherwise it is not luxury." These words ring true in today's lackluster global luxury market and business environment. As we shift from recession into recovery mode, it is important for marketers to take a step back and evaluate what worked and what failed for luxury marketers during this economic crisis. With recognized brands, such as Versace, shuttering stores around the world, LVMH sales plummeting 20% in the first half of the year and the luxury car market struggling to stay above water, branding and how we build and communicate luxury brands, will become even more relevant as we move into 2010 and beyond.
K-C Makes an Upscale Zag as Competition Focuses on Value Plays During Recession
Nov 2, 2009
A recession seems like a funny time to move your product mix upscale, but Kimberly-Clark Corp. has been doing just that of late, focusing more on premium and super-premium offerings and brands such as Cottonelle, Viva and Huggies Pure and Natural, while watching distribution of its Scott value brand shrink. It's a bold strategy to zag upscale as most of the market, including archrival Procter & Gamble Co., have been zigging more toward value products and private-label sales have been rising.
Bridge the Gap Between User Experience and Brand Value
Nov 2, 2009
If you run a business or are in charge of marketing one, you know that your Web site is often the first interaction a potential customer has with your brand. For many of today's businesses, particularly those in the digital media and technology space, Rich Internet Applications (RIAs) have become the primary point of customer interaction. With online experiences contributing so heavily to how people feel about brands, an effective union of user experience design and brand strategy has become critical to sustaining business success.
The World’s First Crowdsourced Ad Agency
Oct 29, 2009
Victors & Spoils launched today, touting itself as the “world’s first creative (ad) agency built on crowdsourcing principles.” The agency’s crowdsourced approach stems from identifying the need for companies, brands and agencies to be radically transparent, to address the consumer’s demand to be more involved and from a growing cost consciousness regarding clients’ budgets. Recognizing that the crowdsourcing paradigm can feel a bit unruly for most clients, Victors & Spoils will face the daunting challenge of identifying an array of possible crowdsourced solutions and keeping them on-strategy for their clients.
When it Comes to Innovations, Simplicity Rocks
Oct 23, 2009
Innovation is the lifeblood of consumer product companies. It has pushed design to higher levels and resulted in making life better, more convenient, safer; it continually adds value to products. Without it, brands max out the sales potential of existing products. They risk becoming stale and passé over time. Unless innovative products are constantly in the pipeline, brands run the risk of being upstaged by competitors, as well. However, there are times when the push for constant innovation can lead consumer product companies astray. Some well-planned, well-executed ideas have been a bust in spite of, or rather because of the fact they represented some kind of innovation.
The Billion Designers of Window 7
Oct 22, 2009
Microsoft Corporation regularly asks PC users for feedback about its products. But after the debacle with Vista, the operating system nobody liked, the company and its advertising agency, Crispin Porter & Bogusky, realized that the concept of consumers as an intrinsic part of the development process could be an effective selling point for the Vista replacement, Windows 7. And so was born a campaign, getting under way on Thursday in six countries, carrying the theme “I’m a PC and Windows 7 was my idea.”
'Pop-up' Stores are Becoming an Overnight Sensation
Oct 19, 2009
For most retail stores, staying in business for only a few days would be considered a major flop. But a growing number of merchants are opening shops and abruptly shutting them down soon after -- on purpose. These quickie retail operations -- known as pop-ups -- are showing up throughout Southern California and around the nation, filling in the gaps at recession-battered shopping centers for a fraction of the regular rents. Once limited to seasonal shops and dusty liquidation centers, pop-up stores are now being opened by some of the nation's biggest retailers.
Communications In The "New Normal"
Oct 15, 2009
Following the upheaval in the financial services sector, many marketers have forfeited breakthrough communications in favor of safety and stability. Who can blame them? With the market down significantly from its 2007 highs, an estimated $1 trillion+ in motion, and nearly every conventional wisdom about investing thrown into question, marketers are understandably concerned that their existing strategies and tools won't be enough to meet the demands of today's rapidly evolving marketplace. In addition, key success factors are not getting the attention they deserve -- ideas that may ultimately prove as important for a financial services company's marketing effectiveness as cash is to the balance sheet. Here are 10 tips marketers should stock up on.
When Great Design Becomes Its Own Language
Oct 15, 2009
The basic elements of a brand's visual language--type, color, photographic/illustration style and layout also establish a filter for making decisions on how to best "speak" from the heart. If all the basics are in sync, it will make choices like story, set design, talent, wardrobe, physical space, dialog and tone of voice easy to make.
Is Your Fighter Brand Strong Enough to Win the Battle?
Oct 14, 2009
It's an increasingly common dilemma for CMOs with brands in the middle or top end of the market. Should you tackle the threat head-on and reduce existing prices on your premium brand, knowing it will reduce profits and potentially damage brand equity? Or should you maintain prices, hope for better times to return, and in the meantime lose sales from customers and support from your CEO? With both of these alternatives often proving equally unpalatable, many marketers have decided on a third option: launching a fighter brand.
Managing Your Brand To Perform In Universal Search Results
Oct 14, 2009
Achieving and sustaining top ranking visibility for your brand on important organic terms is increasingly getting tougher. This is because natural text listings no longer rule on the search result page. There are many other elements that appear sometimes ahead of or intertwined with the natural results, including local listings with a map, shopping listings, latest news, top blogs, images, videos and even book reviews can appear. Google calls these mixed result types Universal search; others call it blended search. These other elements can push what were once top performing organic listings into second or third page positions.
Subway Strives to Keep Strategy Fresh
Oct 9, 2009
From Domino’s sandwich launch and in-your-face ad campaign to Quiznos attacking at every price point, Subway has had more than its share of competition this year. However, the chain continues to see gains on top of the double-digit growth it experienced last year. Sales may be coming in $5 as a time, but that’s the way Subway wants it. The $5 footlong has given the chain a weapon to battle the recession—one that competitors continue to search for an answer to combat. CEO of the Subway Franchisee Advertising Fund Trust Jeff Moody sat down with Brandweek to discuss the competition, the economy and the chain’s plans for future growth.
Why Duane Reade Renovated Its Image
Oct 1, 2009
Duane Reade this week introduced an exclusive line of food and beverage products dubbed DR Delish. The line currently includes 25 products, such as baked potato crisps and raisin oatmeal cookies. The drugstore chain, which has 256 locations in metropolitan New York, expects the total number of offerings to grow to 100 or more by Christmas. The move is part of Duane Reade’s overall strategy to spruce up its image. The 50-year-old drugstore chain recently debuted an outdoor campaign, via privately held agency DeVito/Verdi, with the tagline: “Your City. Your Drugstore.” To date, Duane Reade has either “completely rebuilt or remodeled” 30 of its 256 locations—to include pre-packaged foods like sandwiches and salads, and more improvements are coming, said acting chief marketing officer Joe Jackman. Although bold, marketing strides like these are contemporizing and keeping the Duane Reade brand top-of-mind among consumers, and so far, the feedback has been positive, Jackman told Brandweek.
Stinking It Up: Lessons From a PR Failure
Sep 18, 2009
I've been thinking a lot about poop lately, and not just because I have two young kids. In particular, I've been pondering that clichéd philosophical question: If a bear poops in the woods and nobody's around, does it still stink? Recently, DoSomething.org hosted what I'd normally consider a successful party. The event raised half a million dollars. We honored five amazing youths for doing amazing things, from building an orphanage in Nepal to registering thousands of new voters. Our red carpet at Harlem's Apollo Theater was packed with celebs, and performers including Boys Like Girls and Akon -- who crowdsurfed -- rocked the place. The 1,600 people there were floored. But did anybody else smell what we were cooking? Nope.
Toyota Sets a Big Sales Drive
Sep 17, 2009
Toyota Motor Corp. is preparing a $1 billion marketing blitz to juice U.S. sales in the fourth quarter and plans to expand its line of gas-electric hybrid models under the Prius name, people briefed on the plans said. The strategy, aimed at revitalizing its key North American operations, was laid out by Toyota President Akio Toyoda and his top U.S. lieutenants at a meeting in Las Vegas with the company's U.S. dealers. The world's largest auto maker needs to turn around its North American business after acknowledging it expects to report a loss in its current fiscal year, which would be its second annual deficit in a row. Toyota executives vowed to go "pedal to the metal" in the fourth quarter, using financial strength to drive sales as the U.S. economy appears to be recovering, these people said.
Fallacious Celebrations of Facebook Fans
Sep 16, 2009
Publishing “top 10″ lists is unfortunately a staple of modern journalism. But alas, writers must drive readers’ eyeballs, even when discussing serious topics like the government. And so we find a new list that mixes Web 2.0 with the government: “Top 10 agencies with the most Facebook fans.” For the record, this list is topped by the White House with 327,592 fans, followed by the Marine Corps, Army, CDC, State Department, NASA, NASA JPL, Library of Congress, Air Force, and Environmental Protection Agency. Congratulations to all these hard-working agencies. But what exactly are we celebrating here?
Can Catchy Product Naming Save Crocs from Extinction?
Aug 30, 2009
If you haven't heard, the Crocs brand is in deep trouble. This is a brand that seemed headed for extinction, but like their namesake, have proven that with the help of a little strategic naming they are a brand that can endure the toughest of times. Recent "business improvements" have given Crocs a chance to actually pull itself into the black by 2010.
Is Customer Loyalty Dead?
Aug 29, 2009
Are you more loyal to brands than you were 10 years ago? Are there any businesses that provide such a great product or service that you would never price-shop, and you'll declare your brand loyalty across your social networks? My guess is that you and your customers are much less loyal than you were in the '90s.
Marketing and Mathematics
Aug 29, 2009
March Madness lasts only three weeks, but Metric Madness goes on all year long. What is Metric Madness? It's the notion you can run anything by the numbers, and it's become the hottest concept in business today.
How To Beat the Kindle
Aug 28, 2009
Study everything the iPod's rivals did. Then do the exact opposite.
Big Blue's Global Lab
Aug 28, 2009
How Big Blue is forging cutting-edge partnerships around the world.
Act Now, and We'll Double Your Market Share!
Aug 28, 2009
The phrase "As seen on TV" might bring to mind Snuggie, ShamWow and PedEgg but probably not a venerable American brand that invites you to share the most important moments of your life. Yet for Kodak, direct-response TV has become an effective and preferred way to reach consumers in the year and a half that the company has used it.
Branding No-Brand Brands
Aug 28, 2009
Street fashion designer Rick Klotz has announced that he's going to forsake any brand logos or names on his Freshjive products next year. Is it an anti-branding move, or something more? I say something more.
The Craigslist Credo: Craigslist vs. eBay
Aug 27, 2009
In 2005 Fortune magazine published a piece by Adam Lashinsky called Burning Sensation, which described the threat craigslist posed to newspapers. But it didn’t ignore the threat that other tech companies posed to craigslist: “Even as Craigslist flexes its considerable muscles, the disruptor is facing the challenge of disruption… eBay has started Kijiji, a classified business for non-U.S. markets that can only be described as Craigslist-like. Netscape co-founder Marc Andreessen is behind a company called Ning, whose software includes an application called Anytown Marketplace that can build online classified sites. The biggest threat, as usual, is Google. It has introduced Google Base, where users can upload anything — e.g., “49ers tickets for sale” — into its searchable database… Google’s technological prowess — and money — mean it can add features in weeks that Craigslist has contemplated for years.” Three years later the story was still the same.
The Five Roles of the CMO
Aug 27, 2009
According to David Aaker, today's CMO may wear up to five potential hats: facilitator, consultant, service provider, strategic partner, strategic captain. "The CMO and the central marketing group can assume a spectrum of roles," says Aaker, author of Spanning Silos: The New CMO Imperative. "The roles of the CMO can and often will vary with the activity and the silo, and additionally, will evolve over time."
Why InterContinental Chose to Relaunch Holiday Inn
Aug 27, 2009
InterContinental Hotels Group earlier this summer announced the opening of its 1,000th relaunched Holiday Inn hotel: the Holiday Inn Express New York Times Square. The opening was part of an overall $1 billion relaunch of more than 3,200 Holiday Inn and Holiday Inn Express hotels worldwide, as well as the opening of another 1,050 hotels featuring the new branding over the next few years, with the completion of the global relaunch set for 2010.
'Green' Consumers Out to Save Money
Aug 27, 2009
Green consumers are more concerned about saving money than saving the planet, according to new research from advertising agency the Shelton Group. The study found that while 59 percent of green consumers identify the economy as their top concern in making purchases, a mere 8 percent consider the environment.
The Recession Impression
Aug 26, 2009
On Monday, Sept. 15, 2008, Lehman Brothers imploded, the world tilted and all the Fiji Artesian water came tumbling off the table, crashing along with the stock market. Suddenly the conspicuous consumer became the conspicuous coupon clipper. Bad if you own a Hummer dealership. Good if you own a real value proposition.
Forget Design Thinking and Try Hybrid Thinking
Aug 26, 2009
When A.G. Lafley was named CEO of Procter & Gamble during the summer of 2000, the task of turning the organization around looked overwhelming. The price of a share in the consumer packaged goods giant had declined by nearly 55% in just two months. The company was missing revenue and profit targets as it learned to grapple with the Internet and new global competitors. To remain the world's preeminent maker of useful stuff for the house, P&G needed to make a lot of changes very quickly. Lafley saw design as being central to P&G's transformation. Design promised to unleash the creativity of the organization and find new ways to unlock value that a marketing-driven company might not have discovered.
Competing with the Singleminded
Aug 26, 2009
I was talking with a few executives from one of the biggest technology companies in Europe, and they were explaining how their hands were tied in moving forward on the internet. They were doing the best they could under the circumstances, of course, but there were units in their organization that needed to be protected, prices that needed to be supported, sacred cows that couldn't be touched. After all, they argued, how could they wipe out their current business just to succeed online?
5 Social Media Lessons Learned From Whole Foods
Aug 26, 2009
As a company, Whole Foods has impressively embraced social media more than most, gathering over 1.2 million followers on Twitter and 123,000 fans on Facebook in the process. While it is easy to understand why a relatively young company or one started by a tech-savvy founder would so completely embrace social media communication tools, it is quite a bit more remarkable for an almost 30 year old established brick and mortar company with roughly 50,000 employees and over 270 stores worldwide to have done so.
Can Yahoo Make E-Mail Pay Off?
Aug 25, 2009
Yahoo! may have thrown in the towel on the business of searching for information online. But the company is doubling down on a technology where it already has the lead over search king Google: in free e-mail service offered over the Web.
The CMO's Role in a Customer-Centric Organization
Aug 25, 2009
Deciding whether to adopt a customer-centric orientation is a significant decision for organizations, not to be made casually. It results in debates defining customer centricity, often with the question, "How customer-centric do we need to be?" Inevitably, it means organizing around the customer and the further proliferation of the types of marketing needed to do so effectively. The many companies that have embraced a customer-centric orientation have experienced some real and often unexpected challenges. At the center of these challenges is the role of the chief marketing officer -- the person who needs to deliver thought leadership, lead the strategy debate and reorganization, and then integrate the various marketing types into a company-wide, customer-centric orientation.
How Real Innovation Moves the Needle
Aug 25, 2009
Up until a year ago, innovation was the toast of the business world. Companies around the world were investing heavily in design, launching new products, and even building virtual retail stores in Second Life. Then the financial crisis erupted, destroying shareholder value, corporate budgets, and family income alike. In the wake of that disaster, it's entirely legitimate to wonder: is innovation relevant anymore?
For Twitter, Sharing Data With Google Would Be Suicide
Aug 25, 2009
In a way we are all virtual stock holders in Twitter. We all have a vested interest in its success. Facebook is soon to monopolize the social stream to the same extent that Google has done with search. That is not good for anyone, including Facebook. I have had many discussions with people in recent weeks about the face-off between Twitter and Facebook and also about the high probability of Twitter cutting a deal with Google. When I was asked by Erick Schonfeld at the Real Tiime Stream Crunchup (Video) event about my opinion on Twitter giving Google their firehose feed, I responded that they could do that if they don’t plan to sell their company in the future.
Five Reasons Companies Should be Integrating Social Media with Facebook Connect
Aug 24, 2009
Quick explanation for those not familiar with Facebook Connect. It is a service developed by Facebook that lets Facebook users login into partner sites using their Facebook account and share information with Facebook friends. Basically, a single sign-on authentication solution that websites can use instead of relying on building it for themselves.
Mark Zuckerberg: The Post-Content King as Future of Media
Aug 24, 2009
Picture this: it's the year 2062 and Mark Zuckerberg, having recently celebrated his 78th birthday, is still, against all odds, running Facebook. The once-invincible social-networking behemoth has seen better days, and financially it's coasting on fumes -- Facebook's 38th round of venture-capital funding is about to run dry -- but no matter. Zuckerberg's still large and in charge, even as competitors eat away at his market share. The problem, of course, is that he never took TCOL -- total consciousness osmotic lifestreaming -- seriously, and now upstarts are using the device-free technology to run circles around Facebook.
Market The Company, Not The Product
Aug 22, 2009
It goes without fail, whenever a new product is released from a Gen Y "it" company, my phone rings off the hook. So why are people calling a financial guy when a new product is released? Because these "it" companies market so well that the consumer wants to be an owner ... of the company.
Businesses Seek Relief From Rain
Aug 22, 2009
In June, revenues for Marilyn Schlossbach and Scott Szegeski's four New Jersey restaurants shrank by 40% from a year ago. The recession was partly to blame, but so was another culprit: rain.
Companies Seek A Fresh Start With New Names
Aug 22, 2009
Beleaguered insurer AIG is renaming its property-casualty and general insurance business "Chartis," which it derived from the Greek word for map. It is giving Chartis a compass logo, which AIG, which began the rebranding effort last month, hopes will represent the franchise's approach to "navigating changing marketplaces and complex risks worldwide."
What Promises Can Your Consumer Experience Make?
Aug 21, 2009
"I promise." It's a simple statement. One uttered by children trying to convince their parents that they will be good, by husband and wife on their wedding day (and every week on trash day). A promise builds a strong emotional connection between two people. They are simple words, but when spoken from the heart (and delivered on), they form the foundation for meaningful relationships--and consumer experiences.
Key to Marketing in Complex Times: Simplicity
Aug 20, 2009
In an era when marketing strategies seem more complicated than ever before, author Jonathan Cahill is selling simplicity. And he backs it up with 115 case studies. Prior to opening his own London firm, Spring Marketing Innovation and Research, Cahill spent 30 years as an ad man with major agencies in the UK and Italy. His recently published book is entitled "Igniting the Brand: Strategies That Have Shot Brands to Success." And one of his conclusions is that marketers and their agencies are trying so hard to devise strategies that they often look right past simple truths.
Listening Literacy For Nonprofits
Aug 20, 2009
I am an early adopter of social media and set up my listening post 5 years ago to scan for people, trends, and ideas related to social media and nonprofits. Listening and engaging with people has been critical to any success I’ve achieved as a social media practitioner – whether I’m blogging or fundraising for Cambodian children. For the past five years, I’ve been teaching social media workshops for nonprofits and lately doing deeper dives on the techniques of listening both for nonprofits and in my role as Visiting Scholar in Residence at the Packard Foundation. This is a four-part series about listening for nonprofit organizations summarizes the insights I’ve learned about listening.
How to Build a Culture of Innovation
Aug 20, 2009
India's Tata Group has made innovation part of its DNA, setting up a way for handling new ideas and making creative thinking a performance criterion.
It’s Who You Know – Maximizing Your Company’s Social Reach
Aug 20, 2009
Put down your guard. It’s about people, not logos. These are the two primary tenets of effective social media. In practice, executing on them requires that you communicate with your customers and prospects across a variety of social media outposts, with significant frequency.
In Tough Times, Big Ideas Become Even Bigger
Aug 20, 2009
With market uncertainty, rampant budget cutting and corporate retrenching, it's safe to say most businesses are content to lay low, stick with the status quo, and go with what they know works. Bold initiatives? Let's save 'em for when the going's really good. Once things turn around, we'll turn our brains back on. Till then, automatic pilot is just fine, thank you very much. Once our balance sheets return to black, that's when we'll once again let our freak flag fly. In other words, most companies are going to be content to focus on tactics aimed at defending market share. Nonsense. Now is the THE perfect time for big ideas.
The Message Is the Message
Aug 20, 2009
Barack Obama’s ubiquitous appearances as professor-in-chief, preacher-in-chief, father-in-chief, may turn out to be the most salient feature of his presidency.
GM Appointment Shows No Respect for Marketing
Aug 19, 2009
General Motors’ new advertising and marketing czar is Bob Lutz, who until April of this year headed global product development. According to CEO Fritz Henderson: “Bob’s responsibilities beyond creative design will include brands, marketing, advertising and communications.” (I can visualize Bob at his first meeting with one of GM’s agencies: “I’m not a marketing expert, but I did stay at a Holiday Inn Express last night.”)
Build a Marketing Platform Like a Celebrity
Aug 19, 2009
Historically, marketing has been departmentalized in corporations and positioned as a college major. With the advent of social media and our current economic situation, marketing has become a topic that everyone should—and can—care about and have expertise in. Now anyone with an Internet connection and some ambition can develop their own marketing platform, which can be harnessed for both career and financial success.
Four Opportunities to Strengthen a Brand Community
Aug 19, 2009
Community marketing strategies are now common. Years of research have demonstrated that transforming customers into community members yields higher repeat purchase, greater loyalty and stronger brand advocacy. This, in turn, creates a virtuous cycle of greater brand authenticity, increased marketing efficiency and the ability to reinvest marketing dollars in building the community.
Scarcity as a Benefit
Aug 18, 2009
Knob Creek bourbon has announced that it may run out of stock yet this summer, and that thirsty customers will have to wait until the next batch arrives on store shelves in November. I think this is brilliant, old-school marketing. One of the most important brand attributes of successful products and services is success; consumers want to know that other consumers want stuff, and sales is a qualifier that goes far beyond conversation as proof of that interest.
The Future of Facebook
Aug 18, 2009
Facebook continues to make a series of evolutionary moves in recent months, rather than react to the news, let’s take a holistic look at where the company is headed. I’ve given my perspective to SFGate, now but want to dive into details here. I’ll give my perspective, but as we’ve seen time and time before, the real value is the collective contributions in the comments.
Lessons Learned From Five Media Bright Spots
Aug 17, 2009
Sure, 2009 has been tough so far, with most trend lines pointing way, way down. But for every action, there is an equal and opposite reaction. Here at Ad Age, we decided to find some media properties that are actually moving the needle northward this year to see what's working in these difficult times. So what is working? First up, great, must-have editorial and entertainment is a common thread. Know your audience. Help marketers tailor ads for that audience. And constantly revamp a trusted brand to stay relevant and indispensable. Easy, right?
Four New Marketing Realities To Live By
Aug 17, 2009
When it comes to this recession, Microsoft CEO Steve Ballmer says it best: "Maybe we should think of today as normal ... as opposed [to] today as the tough times, and yesterday as normal." The pre-2007 economy is gone for years, and some elements might be gone for good. And that means that marketers must adapt to four new, here-to-stay realities.
'New' GM Leaner and Meaner, but Not by Much
Aug 17, 2009
General Motors Co. doesn't appear to be learning from its mistakes: The trimmed-down, "new" GM still looks a lot like the old one, with too many vehicle brands and too many overlapping U.S. models.
How CMOs Can Help End the Recession
Aug 15, 2009
There are as many opinions about what got us into economic trouble as there are pundits in the world. Most blame the economic debacle on Wall Street, poor regulatory oversight or aggressive no-money-down mortgage lenders. However, what remains overlooked in the financial blame game is not a particular of "who," but "what."
After Early Errors, Wal-Mart Thinks Locally to Act Globally
Aug 14, 2009
Having powered its way to the top in U.S. retailing, Wal-Mart Stores Inc. has struggled to extend its dominance across the globe. But the world's largest retailer is learning in Brazil and elsewhere that the most successful ideas don't necessarily flow from its headquarters in Bentonville, Ark. That has it tailoring inventories and stores to local tastes -- and exporting ideas and products pioneered outside the U.S.
Only P&G, Reckitt Convey Value of Marketing in Annual Reports
Aug 14, 2009
Only two companies, Procter & Gamble and Reckitt Benckiser, have figured out how to communicate the importance of brand to the bottom line in their annual reports, according to a survey of these documents from major marketers. The lesson: If marketers want to win the battle for company resources, they must work harder to promote their contribution to the bottom line in annual reports, according to a new global survey by the Institute of Practitioners in Advertising in the U.K.
Why a Chinese Multinational Brand Is Still Years Away
Aug 14, 2009
Can Chinese companies capitalize on the global recession to better establish and develop their brands overseas? Many Chinese companies will likely invest in American companies (or brands) given the massive decline in asset values in the United States and Europe. But what do we mean when we say "better establish and develop" brands? We are asking whether Chinese corporations have intentions to promote their own brands in foreign markets. And whether any are in a position to compete at a price premium directly against established brands in Europe, America and Japan.
As Media Brands Build Their Own Communities, They Must Evolve Their Business Model
Aug 14, 2009
Media companies know that they’re not the only voices in the auditorium –the audience now talks back. They create media, content, and share it directly with each other on social sites —now brands, like Warner seek to embrace them closer. Rather than allow this inevitable social interaction on social networks like MySpace, they want to take it back by launching their own social features.
Indirect Influencers and Purchase Decisions
Aug 12, 2009
A company has multiple constituencies when it offers the same product to different market segments. Why is this an important discipline in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives and social referential leaders often assume major positions in the purchasing decision. As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy.
How Social Media Is Like Sharecropping
Aug 12, 2009
In a world where the real social media players count their subscribers in the tens or hundreds of millions, Friendfeed hardly moves the needle. Mired at a million or so unique visitors a month and facing the likelihood of being crushed to a fine powder when Google Wave hits the streets, Friendfeed's investors and managers decided to take the first convenient off ramp when Facebook came a-calling. By now you've probably heard the specifics, since practically anyone with a keyboard has been breathlessly tapping away since the deal was made public late Monday: $50 million, most of which will be paid in Facebook stock. A nice payday for Friendfeed's small team (and most likely a relief to the company's investors, who must have known Friendfeed wasn't going anywhere as a solo act). But not a vast sum of money for a company that pays a million dollars a month just the keep the lights on. So why all the attention?
Experts Critique Business Logos
Aug 11, 2009
Logos can bring a business glory (Nike) or shame (Tropicana). That's why, before attempting to design a logo for your company or product, you need a clear understanding of exactly what the logo should convey. What is your story? Your selling point, brand attitude, competitive edge, and place in your industry? Do you want to fit in with the market, or do you want to set yourself apart?
How Web-Savvy Edupunks Are Transforming American Higher Education
Aug 10, 2009
Is a college education really like a string quartet? Back in 1966, that was the assertion of economists William Bowen, later president of Princeton, and William Baumol. In a seminal study, Bowen and Baumol used the analogy to show why universities can't easily improve efficiency.
Do You Have Any Offense?
Aug 10, 2009
What makes a sports dynasty? How do some teams, like the New England Patriots and Duke basketball, succeed season after season, occasionally failing, but regrouping right away? In business, what enables P&G, Johnson & Johnson, Wal-Mart, Toyota and others to stay great while others fall to upstarts?
Starbucks: Howard Schultz vs. Howard Schultz
Aug 10, 2009
Starbucks' iconoclastic founder has gone through a reeducation in the rigors of running a more typical company. That doesn't mean he has to like it.
Zippo Reignites Brand With Social Media, New Products
Aug 10, 2009
Paragon of Rust Belt manufacturing and an icon since World War II, Zippo wears its American-ness on its sleeve. So does its VP-sales and marketing, Mark Paup, who has spent his entire 15-year career at Zippo and now leads all sales, marketing, design and product development for the Bradford, Pa.-based company. A smoker who rides a Soft Tail Nightrain Harley, you could say Mr. Paup, 44, fits the psychographic of the Zippo consumer.
Building a Brand vs. Building a Business
Aug 10, 2009
Are you building a business? Or are you building a brand? Silly questions, you might be thinking. Naturally, you are trying to do both. But that might be a mistake. What's good for the business is not necessarily good for the brand. And vice versa.
Your Innovations Aren't Immortal
Aug 7, 2009
Take a deep breath, and repeat after me: "My [business model, product, business unit, brand, offering] has a finite life. I'm going to make that life as happy and productive as possible, but I also have to think about what's next."
It’s Not About Influence - It’s About Trust
Aug 7, 2009
If you are involved in creating digital strategy or working with social media from a professional point of view, you are bound to hear the word “influence” bandied about. Maybe you have been asked to work up an influencer outreach program for a new product. Perhaps you are thinking about commissioning an influencer engagement strategy to help you tap into the pot of gold that the social graph represents. Whatever your reasons, consider this first …
How Britannica Defied the Odds
Aug 7, 2009
Conventional wisdom would have us believe that in a world where Wikipedia is the first port of call for millions of people, an encyclopaedia, such as Britannica, should no longer exist: There is nothing "Blue Ocean" about leather bound books. As far as its competitive position is concerned, it could not be worse: why pay for information when the same information is available for free?
When Tactics Drown Out Strategy
Aug 7, 2009
New media creates a blizzard of tactical opportunities for marketers, and many of them cost nothing but time, which means you don't need as much approval and support to launch them. As a result, marketers are like kids at Rita's candy shoppe, gazing at all the pretty opportunities.
How to Design a Flat Organization
Aug 7, 2009
Conventional wisdom says that to be successful, our ideas—be they designs, strategies, products, performances, or services—must be concrete, complete, and certain. And when it comes to managing a company big or small, we need organizations to be highly ordered, with a strong and well-defined structure. But what if that’s wrong?
New Marketing in Action: Netflix
Aug 6, 2009
I’m guessing that most of you have already seen this deck that made its way around the Interwebs yesterday but if not, it’s definitely worth a read. It’s another example of why Netflix is so successful – because they haven’t left culture to chance. Additionally it’s also a great example of a favourite theme of mine – operations as marketing. This presentation is catnip for investors because it points to an extremely well run company and a management team who are focused on the right things.
Focus Groups: It's Like Saying the F-Word to Creatives
Aug 6, 2009
I have always had a deep respect for and synergistic relationship with marketing. I understand the importance of strategic positioning and believe good design is informed design. I love diving deep into the customer demographic, walking a mile in the prospective buyer's shoes, and listening intently to the salesperson's insight. But there is one thing that I find to be not only a waste of time but a buzzkill to the creative process: the focus group.
Celebrate the Primacy of the Creative Marketing Heart
Aug 6, 2009
I got a recommendation from someone to read Martin Lindstrom's book, "Buyology: Truth and Lies About Why We Buy." It describes the new neuromarketing sciences exploring how the brain's physical reaction to our thoughts, sensory stimulation or even rituals can evoke brand loyalty or apathy. According to Lindstrom, this new understanding of the biology behind our unconscious mind's ability to make "decisions" faster than our conscious mind represents a "historic meeting between science and marketing. A union of apparent opposites."
Turn Digital Chaos Into Brand Equity
Aug 6, 2009
The explosion in new media channels, and the increasing ease with which consumers can react to, create content about, and generally discuss brands is challenging even the best marketers. How do you manage your brand in such a chaotic consumer empowered world and ensure that consumers understand your brand equity?
Why Outsourcing Innovation Makes Sense
Aug 6, 2009
Companies from Boeing to Sepracor are retaining innovation consultants to get a head start on economic recovery
How To Catch A Man
Aug 5, 2009
Experts predict a surge in the men's grooming market -- just as they've been doing for the past decade. The men's grooming market is only about one-fifth the size of the women's market, according to Euromonitor. But if the men's market is so dramatically underdeveloped, why has the oft- predicted explosion failed to materialize? Why is it so hard for men's grooming brands to catch a man?
Don't Underestimate Chinese Marketers
Aug 5, 2009
Greetings from the wonderful, if rather wet, city of Shanghai. About seven years ago I signed on with a big multi-national to train its marketing teams here in China. To be honest, when I started running the program I had little idea what to expect. Now, however, many years later, China exerts a strong pull over me.
How Successful Brands Live Their Difference
Aug 5, 2009
We live in a conversation driven world. Even if your brand is not an active user of social media, your customers and potential customers are. This is revolutionizing the way brands have to think about themselves and how they choose to compete. In a conversation driven world, the real threat is not conversation itself, but commoditization. Unless customers have reason to talk, they won't. And a brand that generates little or no conversation will be killed by one that does.
How Whirlpool Puts New Ideas Through the Wringer
Aug 4, 2009
In 1999, Whirlpool's (WHR) then-Chief Executive David R. Whitwam set a goal: He wanted the leading maker of big-ticket appliances to be No. 1 in innovation as well. Whitwam's pronouncement kicked off a flurry of ideas. Not all of them were sensible. "There were some wacky ones—bicycles, tennis shoes," recalls Moises Norena, director of global innovation. Whirlpool needed a system to evaluate and screen ideas, advancing promising concepts and culling out those that were better forgotten.
Stop Saying Sorry, Start Getting Really Social
Aug 4, 2009
With the recent spate of companies such as United Airways, Domino’s Pizza and Habitat UK, being hit by negative publicity online, one could be forgiven for thinking that social media can be used as a cure-all for such issues. But in fact, social media will only ever be a band-aid for such problems, unless it’s tied into fundamental changes in the way such companies operate.
Don't Forget the 4 M's...
Aug 4, 2009
Its relatively easy with all the tools and metrics available in today's marketing landscape to find yourself lost in the shuffle. Many marketers lose sight of their goals and find it hard to craft strategies that will actually produce results. Even experienced marketers resort to "wait and see" approaches when trying to jumpstart a campaign and then wonder why they are falling short.
Don't Keep Up With Social Technology
Aug 4, 2009
"It seems like there is always another social network to join or another tool I'm supposed to learn. How can I keep up?" At every talk I give, somebody asks this question. Here's the answer: you can't.
Escaping the Zombie Economy
Aug 4, 2009
Umair Haque yet again demonstrates thinking that's pushing the envelope with regards to strategy and economy. Umair's presentation centers around the problem with corporations that generate value by exploiting resources in an unsustainable manner.
How Bob Lutz Plans to Recapture America's Attention
Aug 3, 2009
If six months from now, "GM ads look the same as they did six months ago," said Bob Lutz, "then somebody really needs to ask, 'Why is Lutz here?'" The 77-year-old vice chairman and chief marketer of General Motors wants to "recapture the attention of the American public" and to achieve that, he told Automotive News, he's looking toward more product-driven advertising in which designers will have a greater hand, and he will rely more on PR and viral marketing.
How to Defeat McDonald’s
Aug 3, 2009
Quick-serves fight in a hypercompetitive environment. Brands duke it out with surprising new products which seem like punches coming out of nowhere and low blows of heavy discounts or free giveaways—not to mention the pot shots lobbed between dueling sassy advertising campaigns.
Why Packaging Matters More Than Ever
Aug 3, 2009
Marketing researchers of note, Forrester Research and McKinsey & Company, recently conducted studies on the nature of consumerism today. Their results are important because they point to a shift away from the classic “consumer purchasing funnel.”
Why Now?
Jul 31, 2009
A number of dim bulbers emailed me this week to complain that it was dumb for spokesceleb Mike Rowe to add the phrase "why not?" to the end of Ford's tagline "why Ford, why now" in a new TV commercial. I actually don't like the "why now" part.
Does Brand Differentiation Matter with No Competitors?
Jul 31, 2009
When it comes building a strong brand that matters to consumers, differentiation is a key in separating your offerings from competitors. But what if you don’t have any competitors? Does brand differentiation matter then?
The Problem of Promoting You, Your Cause, Your Business with Social Media
Jul 31, 2009
If your company wants to know the philosophical basis of social media, many resources indicate it rests in the notion that consumers grew tired of advertising and marketing messages all day, every day. They turned to the Internet in the late 1990s and early 2000s when the access and technology barriers to entry conveniently dropped. There, they found like-minded others to share recommendations and information with.
Break Through the Bottleneck
Jul 31, 2009
After months in development, the new product is ready for worldwide launch. The product manager tells the creative team to use a picture of a globe. "But our brand is about what we do for people. Our brand guidelines specify images of humanity," the designer pleads. "I don't care. Use the globe," the product manager demands. Unfortunately, there's always the need to balance business objectives with branding goals. Says the VP of Global Branding for a major commercial information data base company, "It's not that product managers ignore branding. They don't understand how to leverage it."
With Yahoo Search Gone, Content Becomes King
Jul 31, 2009
Yahoo's long nightmare is over, having finally offloaded its search business to Microsoft after years of rumors, negotiations and reversals. Now all it has to do is figure out what comes next. A new era at Yahoo began the minute CEO Carol Bartz signed the paperwork turning over the right to conduct searches on Yahoo's huge network of Web sites to Microsoft in exchange for 88 percent of the revenue generated by Microsoft's Bing. Now Yahoo is first and foremost a media company, in the business of attracting as many people to its properties as possible in hopes of selling lucrative ad deals on those pages.
Chinese Marketers Tackle Global Expansion
Jul 30, 2009
The global recession has turned cash-hungry Western companies into takeover targets for Chinese marketers, and foreign countries into tempting new markets for Chinese brands and retail stores. Chinese companies haven't been hit to the same extent by the economic crisis as those in the U.S. and other major countries.
Yahoo Tie-Up Is Latest Sign Tide Turning for Microsoft's Ballmer
Jul 30, 2009
Microsoft Corp.'s deal to join forces with Yahoo Inc. in the Internet search and advertising businesses could create a counterweight to the online muscle of Google Inc. It may also help Steve Ballmer end the worst slump in his career at the helm of Microsoft.
Can Microsoft and Yahoo Co-Create New Businesses?
Jul 30, 2009
Microsoft and Google's increasingly captivating competitive dance took another turn on July 29 with the announcement of a search partnership between Microsoft and Yahoo. The deal could create a viable competitor to Google--or even more enticingly build very different kinds of growth businesses.
15 Years
Jul 29, 2009
I just re-read The Economist's "Future Tense: The Global CMO" survey from late last year. And I'm not encouraged that there's even a future for the job description. The report reflected results from a survey of 250+ senior marketing execs around the world, so it's far more of a snapshot of the present than an insight into what the future might reveal. EIU.com normally studies countries and other substantive subjects; this report was sponsored by Google, which has an obvious interest in what CMOs think they're supposed to be doing.
Just Cause: Finding the Perfect Cause-Marketing Fit
Jul 29, 2009
During the early 1980s, American Express created a marketing campaign to help restore the Statue of Liberty. A penny for each use of the American Express card and a dollar for each new card issued were given to the Statue of Liberty Restoration program. In just four months, $2 million was raised and transaction activity increased by 28% -- proving that doing good could also be good for business.
A Tale of PR And Social Media
Jul 29, 2009
Once upon a time, there was a talented young girl in PR called Vanessa. Vanessa rocked PR: she wrote like a pro, could spin fabulous yarns and had relationships with masses of journalists and media outlets around the land. And then something scary happened... A big, bad monster called Social Media came to town.
How Verizon, Campbell Soup, Scotts Find Value on Air
Jul 29, 2009
Radio companies, like all media companies, are under more pressure than ever to prove their medium's value to marketers. But when three brands opened up their strategies to radio executives at the Advertising Research Foundation's Audio Council in New York, the industry got an insightful look as to what else marketers are looking for from radio.
Why the Starbucks "15th Ave" Store Is Doomed to Fail
Jul 29, 2009
Late last week, Starbucks opened a new coffeehouse. Considering they have around 15,000 outlets, this might not seem like news. But there's a wrinkle: the new coffeehouse is called 15th Ave. Coffee & Tea, and is an attempt by SBUX to create a distinct, bespoke, of-the-neighborhood coffeehouse.
The Influencer’s Dilemma: The Battle For Mindshare Amid Media Turmoil
Jul 29, 2009
Successful businesses are always making choices and sacrifices, strategically looking as to how they are going to prioritize their resources, including human capital, budgets, and, of course, time. As the world around them adapts, so too do they need to make changes internally to respond, or to predict where trends are going – and if they guess right, the business could catapult ahead of less-agile competition.
Usage and Experience Doesn’t Equate to Social Expertise
Jul 28, 2009
Those who are seeking social media careers need to remember that social media technologies are secondary to meeting business and customer needs. I’ve been interviewing social media strategists at corporations or their bosses for my upcoming report on social skills needed in brands. I also get emails from hiring managers who are trying to hire folks to develop strategy and manage ongoing social programs at large brands. Lastly, I’ve spoken to social media recruiters who have a very hard time finding qualified candidates. One theme comes across many of these conversations: many candidates are incorrectly positioning themselves.
GM's Appointment of Lutz Shows No Respect for Marketing
Jul 28, 2009
General Motors' new advertising and marketing czar is Bob Lutz, who until April of this year headed global product development. According to CEO Fritz Henderson: "Bob's responsibilities beyond creative design will include brands, marketing, advertising and communications." (I can visualize Bob at his first meeting with one of GM's agencies: "I'm not a marketing expert, but I did stay at a Holiday Inn Express last night.")
Private Equity Loves Orphan Brands
Jul 25, 2009
Private equity players and corporate buyers are betting they can breathe new life into old brands. In recent months dealmakers have been scooping up once-mighty companies and business units. On July 16 private equity firm Golden Gate Capital Partners paid $286 million for defunct retailer Eddie Bauer.
True Lies
Jul 24, 2009
A recent Nielsen study revealed that people most trust what their friends say about stuff, and that they trust generic online consumer opinions as much as they do branded communications. I think this has more to do with the contextual reality of the expectations than it does with any inherent trustworthiness in a particular communications medium (or lack thereof).
Designers in the C-Suite: Creating Value, Wrecking Havoc
Jul 24, 2009
Two items in the Wall Street Journal caught my eye today. Both show us the American corporation as it struggles to divine the mysteries of American culture.
The Growing Importance of Chief Commercial Officers
Jul 24, 2009
A new role is gaining prominence in the C-suite, as companies increasingly are hiring chief commercial officers to oversee sales, marketing and innovation. That's the finding detailed in a new white paper from executive-search firm Heidrick & Struggles. According to the firm, 56 companies appointed CCOs in 2008, up from just five in 2001. And already in the first half of this year, 36 companies have appointed CCOs.
Creating Competitive Advantage Through Sustainability
Jul 23, 2009
I just published a post on Triple Pundit that fleshes out the market-facing aspects of a model I’ve been working on with The FairRidge Group. Called the Sustainability Management Maturity Model (SM3), it’s a tool to help businesses assess their readiness to address business sustainability challenges and opportunities. The internal management components were outlined last month on Triple Pundit – Strategy, Organization, Process, Measurement and People – which all relate to an inside-out perspective of the business.
Social Media: Taking Cues from Indie Music
Jul 23, 2009
Who is Claude VonStroke? Is Dan Deacon familiar? Perhaps you have heard of Amanda Palmer? Or Erol Alkan? If you are a serious fan of independent music it's likely one or more of these names rings a bell. What might be surprising is the extent to which these four -- and many dozens of independent musicians like them -- can teach both scrappy startup brands and major CPG players how to most effectively make social media work.
The ROI of Social Networking
Jul 23, 2009
One of the most common reason stated by small businesses for not embracing social networking is that they can’t measure or, worse yet, don’t believe there is any solid return on the investment of participation. I get emails almost daily from frustrated marketers who want to dive more fully into social networking, but can’t convince the boss that it’s worth it.
10 Ways to Invent Winning Products
Jul 23, 2009
Apple, Louis Vuitton, and SAP represent three very different sectors. But all share one thing in common: Their brands and products were shaped in part by designer and innovation strategist Hartmut Esslinger.
Yes, Your Social Media Strategy Needs Design
Jul 22, 2009
In nearly every conference room across the business landscape it's inevitable that at some point the phrase "social media" enters the discussion. Marketers, PR and salespeople are among the first to engage in the discussions, trying to figure how networks can be leveraged to sell more stuff. But I'd like to propose another way to approach the topic. What if we looked at "social media" as a design problem?
A Brand is Not a Separate Thing
Jul 21, 2009
A wise Rabbi once said, "If I am I because you are you. And you are you because I am I. Then I am not I and you are not you." We are not separate. We define each other. We are fronts and backs of each other." In order to describe a particular brand -- what it is -- you must describe its behavior -- what it does. And to describe what it does, you must describe it in relationship to its audience and its audience's behavior (customers, fans, members, et al). Which means that a brand is one, interdependent system of behavior, and not a separate thing.
Chipotle's Hot Spot: The Vulnerability of Authenticity
Jul 20, 2009
The Chipotle restaurant chain just announced that it will sponsor free screenings of the newly released documentary film, Food Inc. Kudos to them. There is something very authentic about allowing your brand to become vulnerable in this way. By inviting its customers to see the ugly truth, Chiptole is walking its talk of a responsible and healthy food movement.
Dashboards
Jul 20, 2009
Your users, employees, consumers and donors are obsessed with data now. Are you helping them solve their knowledge problem? Years ago, I had an automatic transmission car with a tachometer. Why I needed to know my RPMs when I couldn't do a thing about it is beyond me.
The Pros and Cons of Co-Branding
Jul 17, 2009
It can enhance both partners—or put a dent in one. Make sure you pick a partner that's a good fit with your company's products, values, and image.
Should YouTube Charge a Fee to Upload Video?
Jul 16, 2009
Gene Munster, the analyst with Piper Jaffray, put a report out Thursday looking at the finances of YouTube, and he makes a suggestion that I haven’t seen before: Google should charge a “nominal fee” to people to upload videos to YouTube if the video isn’t appropriate for advertising.
You Think ‘Free’ is Only About the Price? It’s Not.
Jul 16, 2009
Time and time again I see the discussion about free content, free services, free products, and how they’re going to liberate/destroy/change the current economy, especially when it comes to the Internet. Often, one important point is neglected. When it comes to free, it’s not the price that’s crucial.
How to Grow Your Business When Everything Else Is Shrinking
Jul 16, 2009
Budgets continue to be slashed. Brands are disappearing. Media is getting more fragmented. The only thing getting bigger is our federal deficit. So as a marketer, how do you capitalize on a world that is getting smaller in so many respects?
What McDonald's Can Teach Us About Recovery
Jul 16, 2009
With all the news coverage today on financial mismanagement, I can tell you from first-hand experience about a company that continues to prosper amid all the chaos. And I think it is worth trying to understand why.
Framing of Cause Critical to Consumers
Jul 15, 2009
With Cause-Related Marketing (CRM) growing increasingly more popular as Fortune 500 companies "go green" and try to be socially responsible, advertisers and marketers should be aware that the "framing" or presentation of the cause is critical to consumers. People are more willing to purchase products and support causes that have an immediate or short-term benefit to a non-profit than a future or long-term benefit.
Looking for Financial Relief in Tough Times? Try Brand Licensing
Jul 15, 2009
In these difficult economic times, chief marketing officers seeking to help their companies grow revenue and remain viable in an unstable market need to pull out all the stops. One often overlooked and underused yet highly effective tool is brand licensing. Brand licensing can help provide some real financial relief during tough times and help marketers replenish and energize their brands, positioning them for even greater success when the economic engine starts whirring again and we start using the word "upturn" instead of "downturn."
Brand Thinking Keeps You Tuned-In
Jul 15, 2009
Things are changing at a pill-popping rate in today's marketplace. Marketing messages are mushrooming (try saying that three times fast) and people's preferences are changing rapidly, which turns today's peacock into tomorrow's feather duster. And that's really why branding is today's most powerful business concept.
Why Strategy Is Like Sailboat Racing
Jul 13, 2009
Sailboat races almost always start into the wind. Much like a business strategy, boats are forced to pick a side or stay close to the center of the course by tacking back and forth since it is impossible to sail directly into the wind. The first leg of the race is critical since it quickly separates the good boats from the weaker ones.
Design Is a Point of View: Seven Truths in Designing
Jul 10, 2009
Designers at all levels of experience could probably list hundreds of opinions about what makes design successful. After two decades of designing and leading numerous design teams I have quite a few myself. But I've filtered them down to seven core perspectives I like to call ASTRO Theory.
Free To Be Free
Jul 10, 2009
Chris Anderson’s new book, Free: The Future of a Radical Price, is on the top of my to-read list. Based on BusinessWeek’s review, it sounds like a provocative read about the how economy and technology have evolved the concept of Free.
5 Steps for Successful Social Media Damage Control
Jul 10, 2009
I spent many years of my career in the hospitality business and the first rule of thumb when dealing with customers was, “if a guest had a positive experience, they’ll tell 3 people and if they had a negative experience, they’ll tell 10.” That same idea holds true in the new media world, except the numbers have grown exponentially. Instead of it being 3 people – it’s 3,000, or instead of 10 – it’s perhaps 100,000. The numbers aren’t meant to scare you. But what should you do when something goes wrong?
To Challenge Google, Microsoft Might Want to Think Apple
Jul 9, 2009
The announcement of Google's Chrome OS plan puts an exclamation point on the challenge faced by Microsoft, but actually doesn't really change the core threat to Microsoft. In short, Google is aiming to render desktop software irrelevant. To thwart them, Microsoft needs Windows to do things that a browser can't--or do the same things significantly better.
Content Creates Engagement
Jul 8, 2009
Engagement is the buzzword of choice when social media experts get together to pontificate. And while I agree that engagement, and ultimately action, is the payoff of social media, few social media experts talk about how it’s really created. Engagement is not really created by being a nice, genuine, caring and attentive sort of chap on twitter. It’s hard to create much momentum in any kind of social network without some of those qualities, but true engagement, engagement that leads to customers and partners, is created with content. Or, perhaps more accurately, engagement is created with engaging content.
Learning Twitter? Don't Take Your Cues From These Agencies
Jul 6, 2009
As Twitter moves into the business mainstream -- nearing some 35 million unique global visitors, according to ComScore -- it's increasingly clear that one community has yet to fully embrace the social-networking tool du jour: agencies.
The Male Version of Customer Loyalty
Jul 6, 2009
A paper recently published in the Journal of Marketing reassesses the conventional wisdom that women are more loyal customers than men. In fact, the study finds, women are more loyal than men to individual service providers, like hairdressers. But men exhibit more loyalty to groups and companies, like barbershops.
Simplicity: A Powerful Brand Strategy
Jul 6, 2009
The basic concept of some products predicts failure. Not because they don’t work, but because they don’t make sense. Consider Mennen’s vitamin E deodorant. That’s right, you sprayed a vitamin under your arm. It doesn’t make sense unless you want the healthiest, best-fed armpits in the nation. It quickly failed.
Email and Social Media- 7 Tips for Getting the Most out of Your Campaigns
Jul 1, 2009
Recent news stories about Social Media being bigger than email as well as the recent beta release of Google Wave have made marketers rethink their email strategies, but should we really be moving our email efforts to social media? And if not, should they be kept apart, or can they truly work in unison?
Change Leads to Insight
Jun 30, 2009
Creating an enduring brand is a huge challenge in today’s rapidly evolving marketplace. It’s similar to raising a child: it requires focused attention, intuition, and a lot of patience. It also requires a desire to change and adapt. Our natural instinct, however, is to shelter our brands, like our children, from the knocks and bumps that come in life. We want to keep our arms around them, keep them safe and under our control.
Using Design to Drive Innovation
Jun 30, 2009
In a previous era, all the talk was of strategy, strategy, strategy. More recently, it's been innovation, innovation, innovation. As design thinking seems poised to sweep away some of today's celebrated innovation practices, we must be wondering what new provocation is on the horizon. Relax, I'm not planning to conjure one up.
Social Media is Rife with “Experts” but Starved of Authorities
Jun 23, 2009
Essentially, experts are purporting the use of new tools and not necessarily connecting businesses to their customers and influencers where and how they congregate and interact.
Design Determines Results
Jun 23, 2009
I’m sure you’ve heard the definition of madness: Doing the same things over and over and expecting different results. But have you heard of the "First Rule of Holes?” When you’re in one, stop digging! I see it all the time. Organizations are lost, but they’re making really good time. Ask yourself, and really think about it: Is my organization producing the growth in customers, members, revenues, donations, profits, etc. that it is designed to produce? Like it or not your answer has to be “yes,” because the design determines the results.
Circling the Big Domino
Jun 22, 2009
Clay taught me a good lesson about making things happen with your brand. Envision the events that might happen to a brand (shelf space at Walmart, an appearance on Oprah, a bestseller, worldwide recognition, a new edition, worldwide rights, chosen by the Queen, whatever) as a series of dominoes.
Marketing Warfare Revisited
Jun 21, 2009
Marketing is war my friends. By now most of you have figured that out. And most of you are familiar with Marketing Warfare, a book I wrote with my former partner Al Ries on the strategy and tactics that can and should be implemented on the front lines of marketing. With help from Prussian General Karl von Clausewitz we concluded many things about the battlefield marketers face. Today on Branding Strategy Insider, I offer a brief re-cap on some of the greater points as you head into the fray...
How to Evolve Products in Turbulent Times
Jun 17, 2009
During periods of relative economic stability, innovation and branding work well together. Powerful brands help companies bring innovation to the market by providing a low-risk "guarantee" for brand loyalists to adopt the new thing. Innovation returns the favor by enhancing brand appeal. In normal times, this equation works well, with incremental innovation inside a brand's well-defined identity creating steady and profitable growth. But the partnership can be an uneasy one, and it is especially uneasy during periods of market transformation, when investing in new brands or sub-brands can be perceived as too risky. The difficult choices imposed by hard times force managers to confront the challenge of "brand stretch" more acutely.
A Mission is Not a Strategy
Jun 17, 2009
Times are tough. People are hurting. Your mission to help people is critically important. But please don't confuse "mission" with "strategy."
Results Follow Understanding
Jun 16, 2009
Ask any businessperson what marketing is about and they’ll answer with clichés about satisfying customer needs or “world class” service. Eventually they’ll get around to the 4 Ps, advertising, USPs, viral and social marketing, and a plethora of brand distinctions like: brand promise, brand identity, brand image, brand religion, brand essence, brand personality, and on and on.
Web Is Great Equalizer for Producers and Consumers
Jun 16, 2009
I miss the good ol' days of global brand strategy. It used to be so simple: Develop a single, absolute definition of your brand, then produce content -- mostly TV spots and print -- that was generic enough for local voice-over talent to translate, perhaps augmented with an image or two for local color. What was important was that those absolutes of brand were constant; the delivery component was tactical. "Think global, act local" was the mantra we stole from the world's do-gooders in the 1970s, and it was supposed to save money on production costs while ensuring consistent delivery of our messaging.
What's Off the Table?
Jun 16, 2009
No project is conceived in a vacuum, no decision in isolation and no negotiation with a clean sheet of paper.
What Social Media Isn’t
Jun 12, 2009
Social media is everywhere and for a lot of businesses they approach it likes it’s the magic wand that’s going to be the savior to their business. When you begin to talk to them, usually the conversation starts like this. “Can you help us with that Twitter thing and that Facebook thing, not to mention it’s vital if you can produce for us one of those viral videos. Second, this has to help our business look hip and cool and last but not least, we don’t have the time to really be involved in any conversations.” The other component that comes out in this conversation isn’t just what they want, but also what they don’t want. I’m still amazed when I hear the fear factor about the potential of negative comments being made about their brand or products. Which I wonder, if it’s really fear about negativity or it’s fear of being in a conversational space and having to deal with negative feedback.
AOL Buys Two Companies Specializing in Local Online Media
Jun 12, 2009
Time Warner Inc.'s AOL unit has acquired local online media companies Patch Media Corp. and Going Inc. as part of a broader strategy to build the company's position in the relatively fast-growing local online advertising market. The acquisitions come as Time Warner moves to split off AOL into an independent company and AOL Chief Executive Tim Armstrong, who joined the company in April, is working on putting together a new structure and strategy, in which local content is one major push.
Why It's Wise to Launch Softly
Jun 11, 2009
How the term “trial balloon” originated: The Montgolfiere brothers came up with a design for the hot air balloon but wanted to make sure it would really work before getting in one themselves. So they first released several unmanned trial hot air balloons. Then they sent up several farm animals to make sure the air at higher levels was safe to breathe. After that, they tried a manned expedition.
What Have You Done For Me Lately?
Jun 11, 2009
Here are two things I struggle to reconcile: The belief in the power of “relationship” or “community” marketing as something that demands more than just an online message board … and … the hesitancy to do something about it without a demonstrated immediate (or at least near-term) return.
Bartz Continues Torpedoing Yahoo Search
Jun 10, 2009
Yahoo CEO Carol Bartz has been talking a lot over the past two weeks about Yahoo and how it competes against Google and Microsoft. Each time she does, I feel like she’s digging the hole even deeper for Yahoo’s prospects in search. Rather than communicate a clear search strategy — which you’d better have if you’re in a war against Google and Microsoft — she resonates mixed messages that Yahoo can ill afford to send.
Simplicity Sells
Jun 9, 2009
Sometimes, if not most times, the best solution is also the simplest one. Why develop a complex device to connect two irregularly sized shapes when a bit of sellotape will do? Why ask people a series of complex questions about improving your product when what you really want to know is “how could we do things better”? And why provide complex levels of interactivity and engagement on your website when all you want is to get a few conversations going?
Writing Engaging Content
Jun 9, 2009
Social media and the explosion of (potential) digital destinations has bubbled up the question about content.
Supermarket Strategies: What's New at the Grocer
Jun 9, 2009
From ready-to-eat meals to eco-friendly offerings, food retailers are finding more ways to distinguish themselves and win customers
In Ads, Banks Try the Warm, Cozy Approach
Jun 9, 2009
There is Ally Bank: “A better kind of bank.” And A.I.U.: “A unique franchise.” And — really — Redneck Bank: “Where bankin’s funner!” All are new names and new slogans for old companies with big worries and, in some cases, even bigger image problems.
Luxury Looks To Packaged Goods
Jun 9, 2009
As the recession keeps depressing, luxury brands are experiencing a wake-up call from this nasty cycle and from chastened luxury buyers.
Rewards Card, Step Two
Jun 9, 2009
How many "reward cards" do you have, or loyalty programs do you participate in? When I think of a typical day, I can't think of a commercial transaction that doesn't come with a clerk or cashier who asks, "are you a member in our blah blah blah program?" Books. Office supplies. Gas. Pizza. Grocery.
Design Is Too Important to Be Left to the Thinkers
Jun 8, 2009
Recently, at a conference reception (think wine and cubes of cheese), a well-known and influential member of the academic community said to me: "Design strategy is far too important to be left to designers." What a pile of crap, I think. I am pissed, but in a moment of cowardice, I sip my wine, chew my pepper jack, and slink off to lighter conversation. If only I were able to channel Clint Eastwood at will.
Social Media Bashing on the Rise
Jun 8, 2009
I’ve noticed more and more folks taking shots at the value of social media. For example there’s Beware of Social Media Marketing Myths from Gene Marks in Business Week. It’s a natural evolution, I suppose, since social media has pretty much been hyped as the way to riches, better looks, and total self-actualization. I mean, this weekend my local paper had articles on twitter in three different sections, including sports. I get it, I’m tired of the hype too.
Five Brands Bucking the Downtrend in Beverages
Jun 8, 2009
Like every other category, the beverage market has been pounded by the recession, with 2008 marking its first volume decline on record as consumers buy fewer bottled beverages. Still, thousands of products continue to launch each year, making it one of the most competitive categories around. Backed by smart marketing strategies, some drink brands are breaking away from the crowd and amassing loyal consumer bases.
Sound: Differentiating Brand Builder
Jun 8, 2009
Some time ago, I was flicking through a copy of ‘People’ magazine, when I beheld something on its pages that caused me to just about fall off my chair. An ad promoting a TV series about Elvis, which was to run on CBS, was the source of my surprise. “The King is Hear…”, proclaimed, typographically, what turned out to be the first part of this innovative notice. On turning to the next page of the magazine, sure enough, I did hear the King. Elvis was singing from the pages and a voiceover was promoting the series. If you managed to see this copy of the magazine, I’m quite sure you’d have found the advertisement as unforgettable as I did.
P&G Buys Art of Shaving Retail Stores
Jun 4, 2009
Undeterred by recession or getting into a retail business with which it has little experience, Procter & Gamble Co. is buying the Art of Shaving, seller of pricey men's shaving products at upscale shopping malls.
Audience or Community
Jun 4, 2009
The only difference between an audience and a community is which direction the chairs are pointing. I’ve been thinking about this a lot lately. When we say community and we mean our selling demographic, that’s not the same thing. When we say community and we mean audience to absorb our message, that’s not the same thing. It’s important to understand this.
The Importance of Brand Heritage
Jun 4, 2009
I'm calling out British marketers today. They have a lot to learn about the importance of provenance, heritage and history.
Daydreaming Key to Creativity
Jun 3, 2009
When I want to solve a problem or come up with a creative idea, I usually sit down and think about it. This could be the wrong strategy, according to University of British Columbia psychology professor Kalina Christoff. The UBC prof is an expert in the unlikely subject of daydreaming, and has released findings that our brains are MORE activated than normal when we let them wander.
The '20% Insight' Factor That Drives Coors Marketing
Jun 2, 2009
Coors Light has enjoyed fourteen consecutive quarters of sales growth but back in 2003 that brand was tanking. What turned it around so dramatically? On the surface it appeared to be a simple new marketing strategy focused on the refreshing nature of cold beer. But what really drove the success was a disciplined approach to the management of creative ideas and insights inside the company.
Business Creation is About Value Creation
Jun 2, 2009
Last week a friend of mine invited me for a libation at a recently opened restaurant bar. "Where is it, exactly?" I asked. "It's right behind 'X' (a restaurant with a bar), he replied. "You know, across from 'Y' (another restaurant with a bar). If you walk out the back door of 'Z' (another restaurant with a bar) you'll be facing it." I found it.
Now's the Time for CMOs to Adopt the 7-S Framework
Jun 2, 2009
Marketing is facing its first real existential crisis, as pressure builds on CMOs to achieve what many are referring to as "the same impact for 60% of the dollars." That's why now's the time for CMOs to adopt and apply to their marketing operations the 7-S Framework, an analytical tool that's been successfully used by hundreds of corporations.
Six Ways to Avoid Landing in the Product Failure Bin
Jun 1, 2009
A decade ago the ability to generate ideas for businesses was a terrific and unique offering, and often a good business. Many companies and consultants were conducting workshops aimed at coming up with ideas, hundreds of ideas, and getting paid handsomely to do it. Today, it seems most of the businesses I deal with have more than enough ideas, it's determining the right ones to invest time and energy into that is the trick.
Perceived Quality: Critical Asset For Brands
Jun 1, 2009
Perceived quality is a brand association that is elevated to the status of a brand asset for several reasons.
Punishing Your Fans: A Lesson From Kraft
May 29, 2009
I recently received this email from Brandy Amidon, the Princess of Particulars and CPA at Brains on Fire, yesterday.
Managing Transparency
May 29, 2009
What are the strategies we can use to deal with unrelenting transparency? Fight it. Accept it. Deceive it.
The Difference Between Marketing and Sales
May 29, 2009
Marketing tells a story that spreads. Sales overcomes the natural resistance to say yes.
Challenging Convention
May 28, 2009
The smart guys at Contrast came by the office to talk about their thesis of abandoning conventions. It's the intent of changing what we expect when we use something. Obvious things like the design of a cell phone or subtle things like the design of a door knob. There are terrific benefits to successfully coming up with a solution that invents and leverages a new convention.
Don’t Dial ‘M’ for Murder, Type ‘A’ for Altruistic
May 28, 2009
Most appeals to donate blood treat the subject as if it was a matter of life and death -- and, often, to be sure, it is. But a new campaign is taking a different tack, on the theory that a light-hearted approach may attract more donors.
SeaWorld Marketing: A Story In Three Acts
May 27, 2009
Earlier this week SeaWorld invited me out for a press event for the opening of their newest roller-coaster, the Manta. Usually, these things involve doing something that would theoretically be fun if it wasn’t for the fact that you have to spend the entire time being pitched.
Ten Things to Demand From Design Thinkers
May 27, 2009
Design thinking is currently an "It" concept, the topic of countless books and blogs and conference panels. While it can mean a lot of different things to different people, for me, design thinking is a methodology, a tool, a killer app, and a problem-solving protocol to be used on virtually any problem. It can be equally effective in designing a new product or creating a new brand, to envisioning a new approach to health care or to reinventing city management. Mayor Daley in Chicago, where I live, is a pretty effective design thinker. That's right, Mayor Daley.
We Read Too Many Business Books
May 27, 2009
That's the sentiment expressed by Eduardo Castro-Wright, vice chairman of Wal-Mart Stores, in an interview in The New York Times this past weekend. Despite that fact that I write business books, I happen to strongly agree with him.
Is Social Media Making Corporate Websites Irrelevant?
May 26, 2009
There was a time when having a dotcom was absolutely key to your brand, and once you had one, it was the URL you pointed everyone to in all of your marketing. But with the emergence of the social web, and opportunities to engage with fans elsewhere, is that really the right strategy – or even a requirement at all?
Del Monte Social Media Strategy Creates A New Pet Food
May 25, 2009
It's one thing to debate the potential power of social media marketing to influence product sales but quite another to watch a social media project actually create a popular new product. In his keynote address at last week's Interactive Advertising Bureau's Social Media Conference, Forrester Research's Josh Bernoff explained how Del Monte Foods did that very thing in just six weeks.
Facebook And Twitter Hunt for Revenue
May 24, 2009
Facebook and Twitter have helped make social networking a household word. Now they need to make money. Efforts to monetize the popular Internet services are increasingly a priority within the two companies.
Branding According To Trump
May 22, 2009
Lies. Exaggerations. Facts and figures thrown around based on popularity and something called "mental math" Welcome to Branding 101, courtesy of Professor Donald Trump.
Short-Term Success Or Long-Term Vision?
May 21, 2009
Today, everyone knows we have to be smarter about how we spend marketing dollars regardless of whether we're increasing, decreasing or holding steady. But with an ever-changing media landscape and our country in an economic slump, the question becomes: is now the time to focus on short-term success, or do we wait patiently with a long-term vision in place?
P&G Social-Media Strategy Increases Tampon Sales
May 21, 2009
Josh Bernoff is vice president and principal analyst at Forrester Research and co-author of the book "Groundswell." Keynoting the Interactive Advertising Bureau's Social Media Conference this week, he discussed how major marketers such as Procter & Gamble are using social media in increasingly potent ways. With the social-community effort detailed in this video, P&G significantly increased sales of its feminine-care products.
Attention, Attention, My Kingdom For Attention.
May 20, 2009
Unlike the ironic sentiment often expressed when quoting (or, as in this case, vitiating) Shakespeare's Richard III, I am not suggesting that attention is unimportant. I am, however, suggesting that businesses obsession with attention is misplaced, at best. And the fact that major industries have evolved to feed this obsession, simply adds to the problem.
How Big Business Weathers the Economic Storm
May 19, 2009
Cisco, Corning, IBM, Intel, and Schwab have weathered worse economic storms. Five strategies to come out of this one even stronger.
A Want to Break Free
May 18, 2009
How much would you pay to read this page? At about 2,000 of the roughly 50,000 printed words in a typical copy of the Financial Times, it should in theory be worth about 4 per cent of the newspaper's cover price - 10 US cents, 17½ euro cents or eight pence. To readers particularly interested in the subject, perhaps, it may be worth more. To others, though no journalist would like to admit as much, it will be worth nothing. Similar questions are being asked with growing urgency in boardrooms across the news industry and the wider media sector, as stalling economies challenge the foundation on which most content owners' digital strategies have been built.
Five Strategies for Building Your Ethical Brand
May 11, 2009
There’s been a lot of discussion about elevating corporate responsibility to become a strategic driver of your business. Most companies would like to benefit from their ethical efforts in the form of increased customer attraction and loyalty, yet few have figured out how to do it successfully. When marketing and PR are relied on, it can often backfire in accusations of greenwashing. The secret is to apply brand-strategy principles to build your ethical reputation.
Dealing with Recessionary Times
Apr 28, 2009
I am constantly asked for "strategies/'secrets' for surviving the recession." I try to appear wise and informed—and parade original, sophisticated thoughts. But if you want to know what's going through my head, read the list below:
Searching For The Watercooler
Apr 28, 2009
It appears that something interesting has happened with the growth of social media. There was a time when media experts talked about mass fragmentation with audiences splintering into tiny interest groups that consumed media in unique ways. The proliferation of cable channels, digital radio stations and websites suggested this would be the way of the future. The assumption was that people would come together a few times of the year for big events like The Oscars or The Superbowl. This was before social networks, now we are all in these loosely affiliated networks. On Twitter, we have followers we've never met and in many cases have never heard of.
Social Media Ain't About One-Night Stands, It's About Relationships
Apr 14, 2009
Too many companies are approaching social media as a tool to generate buzz, instead of as a way to connect with their customers.
Most Corporate Social Media Efforts Will Fail
Apr 13, 2009
Last October, Gartner unveiled a study that stated that by 2010, 60 percent of the Fortune 1000 companies with a web site will be involved in some form of online community that is utilized for customer relationship purposes. What the research also goes on to state is that 50 percent of those that set out and establish or become involved in these communities will fail in their efforts. That's about 300 Fortune 1000 companies that will fail at social media: a striking number, especially in light of recent economic pitfalls.
The Secret to Obama's Success: Mixing Old Media With New
Apr 9, 2009
Joe Rospars, the man behind President Barack Obama's new-media effort during his election, said the campaign didn't win because it used the latest technology. Rather, its secret was a holistic approach -- one easily copied by regular marketers -- that integrated digital tools into the overall strategy.
Rethinking 'Blue Ocean Strategy' in a Down Economy
Mar 31, 2009
Is "Blue Ocean Strategy" obsolete? No. Instead, its lessons need to be reinterpreted in relation to new economic realities. It offers many useful insights, whether a category is ripe for transformation or not.
Starbucks To Present Recession Strategy
Mar 17, 2009
A broad series of changes at Starbucks Corp., from instant coffee to new menu boards that leave off drink prices, show how the company is adjusting its upscale formula to the economic downturn.
Why Charging a Digital or PR Agency With Social Media Is a Flawed Strategy
Mar 16, 2009
My latest Adweek column is up and it's already getting its fair share of comments - with some particularly negative ones leveled at me. The piece is about where I think "social" media really fits and why - based on this assessment - I think it's a flawed strategy to charge a digital or PR agency with the AOR responsibilities associated with this imperative.
Marketers Need to KISS: Keep it strategic silly!
Mar 13, 2009
Every day I get a call or an email from a company - often a household brand - that wants to do something fast, cheap, measurable, and blockbusting in social media. I tell them: you need to KISS - keep it strategic silly! They want to employ Twitter, or do blogger outreach, or set up a Facebook page. Those are tactics. What they need is strategy. Otherwise, they'll just waste time and money.
Ford Leaving Chrysler, GM in Its Rearview
Mar 11, 2009
Suddenly, the wind is at Ford's back. Maybe it's the rising quality of its cars. Maybe it's the halo surrounding Ford for passing up federal funds being devoured by its Detroit rivals. Or it could simply be Ford's focus on building image in its marketing while others flog incentives. But for whatever reason, America seems to have decided that Ford is a better idea after all.
Twitter Marketing Successes
Mar 6, 2009
Countless brands are doing great things with Twitter, but most fall into one of two categories with their approach. I'll call them "organic" and "deliberate." Both can work wonderfully well, depending on your overall marketing strategy and where Twitter fits into it. Here are two companies, each with a fiercely loyal customer base, that take a vastly different approach to using Twitter to promote their brands.
CEO Profile: Campbell Exec Nears 'Extraordinary' Goal
Jan 26, 2009
Sip. Slurp. Repeat. That sums up the business plan at Campbell Soup (CPB) before Douglas Conant took over as CEO eight years ago this month. It was the same old company doing much of the same old stuff it had been doing since it was founded in 1869. It had no clear direction. No red-hot brands. Its innovation cupboard was bare. Conant went to work.
