Tag: brands

Brand marketing: From media to capability 

The facades of empires always look most impressive just before they fall. The same goes for industrial giants and even whole industries. The Roman Empire didn’t disappear. Neither did the British. But the centre of power in the world shifted, first chaotically, confusingly and then all of a sudden when the fog of revolution cleared.…… Continue reading Brand marketing: From media to capability 

Brands on the edge of a cultural breakdown

Let’s connect a few dots around the idea of brands. After the Forrester Marketing Leadership Forum in London, I finally caught up with this James Surowiecki article from February’s New Yorker, Twilight of the Brands. The gist of it – consumers need brands less than the brand marketing industry thinks they do… It’s a truism…… Continue reading Brands on the edge of a cultural breakdown

Connecting some dots around social, earned and satisfaction

Working through the connections between these things… …Oliver Blanchard says: If you treat earned media like paid media long enough, you will teach it to act like paid media. …This is connected with the idea we explored that editors should be in charge of paid digital media (or at least have control of their own budgets)…… Continue reading Connecting some dots around social, earned and satisfaction

Crocombe’s postcards from WPP Stream

Marketing services giant WPP holds its own tech events  looking at what’s coming next in digital – WPP Stream.  Ian Crocombe, head of strategy at Possible – has posted a nice, concise account of his favourite bits from the October unconference – a kind of set of slide postcards…  Well worth a read for the…… Continue reading Crocombe’s postcards from WPP Stream

Myth-busting brand communications

McDonald’s Canada is being transparent. That is to say it is going out and answering even seemingly awkward questions as directly as it can.  The results are disarming, even charming at times. Whether it is explaining how French Fries are made or how photos of Big Macs in ads differ from the actual product.  According…… Continue reading Myth-busting brand communications

Reckitt’s strategic approach to Facebook marketing

Reckitt Benckheiser is taking social media seriously enough to start joint business planning with Facebook, according to AdAge: Reckitt Benckiser, like other packaged-goods players, has long done business planning with major retailers such as Walmart and Target, where it maps out long-term promotional products and marketing programs. Now, RB is applying the concept to Facebook.…… Continue reading Reckitt’s strategic approach to Facebook marketing

Six brilliant things social businesses and brands do

Image: an excerpt from Strories, Numbers & Conversations.  So, this week my company, Brilliant Noise, published its first paper: Stories, Numbers & Conversations: Nokia’s principles for social media. It may sound strange to say about a strategy paper, but it was a labour of love, and Endless Studios did a great job on making it…… Continue reading Six brilliant things social businesses and brands do

Brands should think like talent, not publishers

“Brands publishers” is a very useful metaphor: it’s helped us explore the possibilities of inbound media, weaning marketing off the idea that attention is something you just pay for. But is it the right metaphor, or can it be limiting, at the very moment that we need to be thinking in a more open way?…… Continue reading Brands should think like talent, not publishers

“Gravity-defying” TV advertising in danger of a crash

Business Insider editor Henry Blodget reckons that what happened to newspapers in the last decade is about to happen to TV: an advertising collapse. Decline was worried about by newspapers for a long time, but denial and hope prevailed until things, well, fell off a cliff: Against this picture of doom, you could offer a number…… Continue reading “Gravity-defying” TV advertising in danger of a crash