Creative insights into launching new brands and products and re-launching stalled brands from Lindsay, Stone & Brigg's marketing, PR and interactive teams.
While in Boston recently I saw some Michelob transit ads that got me thinking. The campaign had headlines that went something like this: “Think Rooftop Garden vs. Fire Escape. And, “Think Courtside vs. Nosebleed. I would characterize this as competent advertising. Not overly clever, but well executed and well strategized.
But what really got me thinking is that in this world where everyone is going just a little crazy over social networking and wringing their collective hands over what to do next, maybe it’s time to return to some basic advertising principles. And that’s ...
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.
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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 ...
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.
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How to Tap Into and Leverage Conversations Your Employees and Customers are Already Having
Scott Cook, Founder, Intuit
At Brandworks University 2009, Scott ...
Brandworks University® 2009In the second in a series of blog posts recapping presentations from LSB’s Brandworks University 2009, we review how Nike’s Global Director of Brand Connections, Stefan Olander is jumpstarting conversations with brand fanatics worldwide.
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How to Inspire Customers to Jumpstart Conversations on Your Behalf
Make no mistake. Stefan Olander, Nike’s Global Director, Brand Connections, loves the Nike brand and thinks the shoes are marvels of technology. But even he admits that “In the past, the product ...
Brandworks BitsOne of the amazing things about working at LSB is the opportunity each year to attend Brandworks University and learn from some of the best minds in marketing. The 2009 conference in June of this year was no exception. The conference focused on jumpstarting sales and ROI in the Conversation Economy. While there is no replacement for being at the conference itself, we will endeavor to share some of the learnings with you via this blog over the next few weeks as we do our best to summarize the remarks ...
Why getting lost in the creative forest is a good thing
When asked where they got an idea, most creative people will think for a minute and say, “It just came to me.” Which is exactly what happened, right after they’d spent some serious time lost in what I’ll call “The Creative Forest.”
Great creative follows a process but it isn’t and never will be a linear process. Why? Because the very definition of creativity is taking two unrelated things and putting them together in an unexpected way. Truth be told, for most creatives the process ...
There’s been a lot of hoopla lately around Wisconsin with the introduction of a new tagline for the State. The tagline, Live Like You Mean It, has met with the kind of reception usually reserved for people coming from Illinois in Hummers. In the interest of full disclosure, we didn’t create this tagline.
The interesting thing about the hoopla isn’t the grumbling and pessimism around it. I expect that from almost any tagline. After all, how many of us in this business have presented a tagline to a client only to have ...
TV viewership at an all-time high
To paraphrase Mark Twain, reports of television’s death have been greatly exaggerated. The Nielsen Company reports that American television viewers have hit an all time high of 151 hours a month watching TV.
Those who watched online videos added another three hours a month and those with video-equipped mobile devices watched almost four hours of video each month that way.
The numbers were part of Nielsen’s 3-screen report and covered the last quarter of 2008. According to the report, this is actually part of a long-term trend they’ve been seeing. ...
Ever notice those stores at the mall that are "Just Socks" or "Just Calendars" and low and behold, you go in there and it is really just socks or just calendars? While that might be a great strategy for kiosks at a mall, the advertising world also seems to be going this way. There's "Just Interactive," "Just Social Media" and "Just Guerilla."
This all works if there's someone watching over the whole thing, but somehow campaigns that are created piecemeal often are missing an overall idea. You can't work in this business effectively anymore ...
It’s easy to get excited about all the new technology available. I wish I could count the number of times I’ve heard “WOW, we can do that?” And the new analytics! Who knew? But, too often what gets lost in the techno thrill is … people.
When we start with technology it’s like starting with a hammer – everything looks like a nail. We need to begin with people and with what we want to have happen. So, before we jump into monitoring thousands of blogs, forums, videos and Tweets we need to ask, why? ...
