Clean-up Your Brand’s Act
You know that one cool item that just came out and you saw the awesome commercial so you bought it? And then it sat underneath your bathroom sink for a year until you threw it out? Yeah, don’t be that brand. Turns out, if no one has a reason to use you, they won’t invent one on their own. You have to give them a reason – a really good reason – otherwise people won’t be opening their wallets for your brand anytime soon. Maximize Relevance and Resonance After you’re convinced that you’ve got a great idea and you’ve built your brand, you release[.....]
Speed to Market, But at What Cost?
We know how fast our world is moving. We live the new faster reality every day. I date myself (and I know better) when I talk about those halcyon days of 16 and 20 week production schedules, with seemingly leisurely weeks set aside for creative musing and problem solving. I get it. My attention span is as short as the next consumer’s, as squirrelly as any middle schooler’s who can’t focus on a conversation because their phone is vibrating with new information they could definitely live without. I get that our clients are vying for the attention of people doing[.....]
Brandworks University 2011: Knowledge in Story Form
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Brandworks 2011 Live Blog!
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What Comes After the QR Code?
Yes. It’s another shiny and pretty toy…. So the next shiny object is here and has been here for a while. At least this time, nobody is pitching you a $100,000 “deal” to sell you on mobile web, apps and SEO. A QR code is quick, cheap and as a designer likely pointed out to you already at some point, it’s an ugly blob of cubes that we can barely modify. (Actually we can modify them up to 30% due to built-in deterioration logic). Yes, they are a useful tool, but yet again we might be focusing on the shiny[.....]
Without Alignment, Even the Best Integrated Strategy Will Fail
So, you’ve been to your integrated strategies seminars, you’ve read white paper after white paper and you have the best agency partners and consultants working with you to develop an integrated brand strategy that is guaranteed to deliver jaw-dropping results and transform your company and your career. Unfortunately, you have forgotten one key step. An omission that will render your brilliant strategy absolutely useless and doom your integrated marketing plan to an early grave in the PowerPoint graveyard. You didn’t get the right people aligned behind the process or its outcome and as a result your plans will make it[.....]
Social Media Monitoring Might Finally Grow Up
Here it is. We all knew that they can not last for long on their own. Radian 6 has been sold off to the CRM giant Salesforce. With everyone from OpinionLab on the research side to Omniture on the analytics side trying to grab a piece of the social media monitoring business, it was a matter of time. But this is not just a case of a big company eating up small growing firms for the sake of their current and future profits. There is a much bigger opportunity just below the surface and I am willing to bet Salesforce knows[.....]
Do You Know the Right Media Mix For Your Marketing Plan?
Brandworks 2011 Faculty Guest Blogger: E. Craig Stacey PhD. Researcher/expert on touchpoint mix/modeling/ROI with dual appointments at Columbia and NYU’s Stern School of Business. A Mix Modeling Manifesto (Originally posted at Mproductivity blog) With the rapid adoption of marketing effectiveness measurement throughout industry, discussion of marketing mix modeling is no longer confined to the marketing science departments of CPG companies. C-level executives are increasingly issuing the mandate to initiate marketing mix analyses and even more are sitting in on vendor pitches and final results presentations. Since so many are now acting upon recommendations from these studies, there is a need for[.....]
Who Wins the Battle between Mobile Apps and the Mobile Web?
After a run on mobile apps since the launch of the iPhone, iPad and Android, everyone seemingly needed an app. Everything from Angry Birds to simple re-use of printed brochures for car companies just had to be added to the App Stores to be on the cutting edge. But a crossroads emerges for brands and content developers with mobile web now allowing all the functions that an app would, without taking consumers backwards 15 years and requiring them to install software on their devices just to see your content. 95 % of apps are functionally dead after 3 weeks While[.....]
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[.....]