Big Idea: brandworks
Is Influence Overrated in Your Word of Mouth Campaigns?
With SXSW just having finished in Austin, TX now is a great time to see what kinds of trends might be emerging from this uber cool conference that has launched the likes of Twitter and Foursquare in the past few years. While there are lots of new shiny things to get excited about, one that caught my eye this past week was the growth and maturity of platforms designed to allow consumers to trade in their value as word of mouth agents for products or brands they purchase and enjoy. Leading the way in this category is a start-up called[.....]
The “Craptacular”“Trucklet” and other Marketing (Ab)uses of Language
Expressing oneself has just gotten a lot more fun thanks to folks who are tired with the 1,008,000 words in the English language. What’s better: Economics of a Married Couple or “Spousonomics”? A reading of the Wall Street Journal is far more enjoyable when a review of the book that combines economic principles with marriage guidelines bears a title we instantly grasp and appreciate for all its efficiency and meaning: “Spousonomics”. A reviewer of a cross between a small sports car and minivan, “a Trucklet,” creates a term that compels one to read several thousand more words to discover[.....]
For success with Integrated Marketing think hockey not football
Ever felt like your marketing plan would collapse under the sheer weight of its own complexity? Like you needed to rent an auditorium to meet with all the various people working on your business? Maybe you used to feel confident in your plan but now feel lost in a blizzard of new platforms, touch-points and technologies. We understand. Even some of the most competent marketing organizations struggle mightily to create great integrated communications on a systematic basis. But there’s hope. One CEO recently called integration the “holy grail” of marketing communications – and for good reason. At Monitor, we hear[.....]
Brandworks 2011
On the heels of Lindsay, Stone & Briggs’ 20th annual Brandworks University, we are pleased to announce the topic for the 2011 Brandworks, (May 24-25th, 2011): “Media Mix and Agency Match” The conference will address include: How to develop a media mix strategy now that touchpoints have exploded? Since media mix can drive agency mix, how does a marketer determine, align and integrate what is now an explosion of service providers? What does it really take to achieve ‘integration” of media, agencies and brand strategy? Is it even possible or realistic? What are the best and most realistic ways a[.....]
The Truth about Stories
We still have all things related to persuasion on our minds here at LSB as we look forward to Brandworks 2010. With this forward looking bent we have, it’s hard sometimes to look backward and figure out how else great techniques of persuasion have always already been part of our culture. Thankfully, Loren Niemi will be at Brandworks to share his expertise on storytelling, one of the oldest and most effective methods of persuasion. We might be hardwired for stories, as George Akerlof puts it in his book “Animal Spirits” because they’ve been with us for so long, or stories[.....]
The Great Persuaders
As we gear up for Brandworks University (May 24 – 26), we’ve been talking a lot about persuasion here at LSB. We’ve been discussing principles of persuasion and are all looking forward to Dr. Cialdini’s presentation as if he were some rock-star celebrity coming to visit us. (Yeah, we’re all a bit dorky about this stuff here at LSB.) But an interesting thing happened in a meeting earlier this week. Several of us were talking about persuasion and the conversation turned from persuasion to persuaders. While there is plenty of research on persuasion techniques, and we’ll be learning more about[.....]
Tips for Conversational Success
Brandworks University® 2009 In this 4th installment of summaries of LSB’s Brandworks University 2009, we introduce Charlene Li, co-author of Groundswell, formerly of Forrester Research. Li offers tips and strategies for leveraging and measuring the conversation economy to jumpstart results in your organization. AR Profile of the Conversationalists Success Strategies for Tapping into Conversations and Transforming Your Company’s Marketing Charlene Li, Co-author, Groundswell: Winning in a world transformed by social technologies If you think social networking media like Twitter, Facebook or YouTube are all about the technology, you’re asking the wrong kind of question, says Charlene Li who co-authored of the best[.....]
Creating Value with User Contribution Systems
Brandworks University® 2009 In this third installment of summaries from Brandworks 2009 presentations, Scott Cook of Intuit takes on the value of what he calls “user contribution systems” (UCS) and how successful companies are leveraging UCS to jumpstart their brands performance. For more on Brandworks 2009, view previous entries from this blog or check out the whitepaper. AR How to Tap Into and Leverage Conversations Your Employees and Customers are Already Having Scott Cook, Founder, Intuit At Brandworks University 2009, Scott Cook, Founder of Intuit, helped us learn why volunteerism is not just for charity. Cook introduced us to the phenomenon[.....]