Archive for 'Branding'

7 questions you need to answer before you launch a marketing newsroom

7 questions you need to answer before you launch a marketing newsroom

The internet begat social media, which begat content. Now we’re all trying to ‘feed the beast’ as the world hungers for things to look at on their screens and brands long to be providers of those [...]

Advertising conferences: Let me sell you a story

Advertising conferences: Let me sell you a story

The ticket you just bought to the next big ad conference might have just paid for a very big ad. Doesn’t matter if it’s Cannes (about three grand), Spikes Asia (about a grand), or even SXSW [...]

10 content marketing lessons from the world’s fastest growing websites

10 content marketing lessons from the world’s fastest growing websites

The media world is witnessing the changing of the guard. The new brash upstarts have embraced, integrated, and are applying the technology of the social web. Buzzfeed, Upworthy and the humble blogs of this world are [...]

Brands + Newsrooms: a recipe for narcissism?

Brands + Newsrooms: a recipe for narcissism?

The talk behind content marketing is turning into cash as brands start to build the physical infrastructure and hire the talent to go ‘fully operational’ with in-house newsrooms. I’ve seen at least three brands recently unveil [...]

Marketing is about to invent a new kind of expert: the Data Storyteller

Marketing is about to invent a new kind of expert: the Data Storyteller

These are confusing times for brands, and the people charged with growing them. On the one hand, we need to ensure the ROI of everything, while on the other we must pursue constant innovation. We need [...]

Your brand is not the story. Your brand is IN the story.

Your brand is not the story. Your brand is IN the story.

Advertising is dead. Messaging is dead. Branding is also dead. Or maybe they just have one of those 24 hour tumours that seem to be going around. At least that’s ‘the story’ according to the content-marketing-military-industrial-complex [...]

Communication: Why is it a low priority for big brands?

Communication: Why is it a low priority for big brands?

This past weekend, I had a very frustrating situation involving an airline who is known for their poor service, however I thought I’d give them a “fair go”. I headed to the airport, looking forward to [...]

Big brand budgets, lazy brand thinking?

Big brand budgets, lazy brand thinking?

I am posing this question at a time when a brand’s communication strategy is spread over an incredibly wide spectrum of media options. The exciting new possibilities in digital marketing alone have taken brands into interaction [...]

4 reasons why CEOs still don’t invest in digital marketing

4 reasons why CEOs still don’t invest in digital marketing

There are thousands of research documents, millions of opinions, and the experience of almost everyone on the planet that digital is the new normal. Smartphone penetration is ridiculously high, with the passionate debate about Android vs. [...]

When brand guardians neglect their privilege

When brand guardians neglect their privilege

While our lives today are impacted by brands in their teenage years, the brand landscape from cars to tomato sauce is still dominated by icons that have served billions around the world for longer than we [...]