Jonathan Salem Baskin

Marlboro Shows The Way Forward For Pepsi Brand Strategy

Soda pop consumption in the U.S. has fallen for the 8th straight year, dropping by 1.2% in 2012 to its lowest level since 1987. First lady Michelle Obama is leading a national charge to get kids to stop drinking it, and New York Mayor Michael Bloomberg wants to limit consumption legislatively. Alternatives to soda are cranking on as many sales cylinders as there are flavor options, from sports drinks and flavored waters, to energy drinks and teas.

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Social Media Marketing Advice, According To Doctor Who

Fans who ordered DVDs of this season’s BBC series Doctor Who have started receiving them, only there’s a catch: The disc contains the season’s final episode, which has yet to air on TV! The show’s producers have made a big deal about that finale, including promises of plot twists and revelations that will be huge for Whovians.

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Amazon Earns Customer Loyalty With Integrity, Not Rewards

I got an email a few days ago from Amazon, telling me the price of the book I’d ordered had dropped, so it was passing the savings on to me. I think it was all of $.16. But that small sum is why I’m a loyal customer.

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Hidden Factories and Open Kitchens: Why Transparency Underpins Corporate Reputation

A fertilizer plant blows up, killing at least 14 people who were unaware, along with regulators, that the facility stored vast quantities of explosive material. A fast-food chicken chain invites everyone to take impromptu walkthrough tours of any of its outlet kitchens. These two recent events illustrate the extremes of corporate transparency (both companies are privately-held), and why it needs to be central to our conception of corporate reputation.

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Gold, Bitcoin, and the Social Basis for Brand Value

Bitcoin is the world’s first online currency, created by an anonymous programmer and used in peer-to-peer (P2P) transactions in which the participating parties choose to recognize its value. Gold is perhaps the world’s oldest currency, and it has always been a medium of exchange because people agree to value it. So they’re both social media, and they’ve both crashed lately. There’s lots to learn from these concurrent crises.

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Social Media Are More Interested in Your Supply Chain Than Your Marketing

Horse meat keeps turning up in European food products. Though the vast majority of brands tested most recently by the UK government came up clean, meat from Taco Bell and Bird’s Eye got flagged. This comes after major equine revelations about Burger King’s cheeseburgers and Ikea’s meatballs.

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Facebook’s Graph Search Makes It Official: You Are Its Product

With Tuesday’s announcement of Graph Search, Facebook has confirmed what we’ve known all along: we users aren’t there to enjoy content as much as we are the content. That means we’re the products it intends to monetize.

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Why 2013 Will Look Like 1613, And What It Means For Marketing

Unrestrained commerce. Soapboxes for every possible voice. Loud, endless arguments. False identities. Hidden agendas. Regulators chasing after the latest innovation. People thrown together in explosively novel, sometimes threatening ways, in a place where the rules of normal society don’t seem to apply.

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The Branding Secrets Of The Rolling Stones

The Rolling Stones will stream the last performance of their One More Shot tour tomorrow night via Pay-Per-View. Conservatively estimated to be their 41st tour, not counting endless small or local shows like the practice gigs they played in Paris as prep for this go-around, the band has been playing together for 50 years.

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How I’d Spend $1.5 Billion To Sell Windows 8

The rumors are that Microsoft is planning to spend between $1.5 and $1.8 billion marketing its newest operating system, Windows 8. It’s a fair guesstimate that we’ll get lots of glossy ads, tons of “content” on social platforms, and pretty much every other trick and tool that a veritably endless amount of money will buy. Some of the stuff will win awards at industry conferences, and some of it will get dinged for being useless.

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