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Awareness, Action and Activism: What's Happening To Our Social Newsfeeds?

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The Role of Branding / Purpose in the Digital Economy

In two articles on HBR the role of branding in the digital economy is discussed.
(Unfortunately behind the HBR paywall)

In this first article Itamar Simonson and Emanuel Rosen argue that in many categories customers now acquire knowledge and competence about a product before purchase. This diminishes the effect of traditional advertising and marketing, where the brand is largely communicated as a function of emotion and preference (“the story”).

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Don’t Say it, Be It

Brand as business bit: “Don’t say it, be it” – as in “don’t say you’re cool, be cool” – has to be one of the most well-known principles in advertising. And yet we see so many brands fail to heed it. The most recent offender? Apple.
 

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The Cult of Done Manifesto

The Cult of Done Manifesto is perfect for any creative, but procrastination prone, mind. The meaning of the images is as follows:

 

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What Game Are We Playing?

(This is the second in a two-part blog exchange between Shawn Parr and me. Shawn is one of my favorite people and partners in crime, er, I mean client engagements. A recent client experience led us to debate where strategy and execution connect and so I kicked things off with “Execution IS Strategy” on Shawn’s blog last week. Now, here are Shawn’s thoughts on the topic.)

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Marketing's Revenge

Now that we’re starting to see the first class of major brand CMOs who embraced the inanity of non-marketing marketing via social media bite the dust, their former employers are acknowledging the fundamentals of smart marketing…albeit with new twists and technologies.

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No, No, Stop Tweeting Already!

I'm mad as hell and I'm not going to take it anymore. If you are a regular dim bulber, you know what I'm going to say. My apologies, in advance, but this content thing has gotten waaaaaay out of hand. I don't blame the proponents of social theory. They're good salespeople, and they seem to believe what they're pitching; the fact that they're completely clueless isn't my beef. I say shame on marketers for being so gullible and lost for believing the BS.

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Do Everything, Say Nothing

P&G's Dawn dishwashing detergent is facing an immense and somewhat delicate opportunity: it has been donating product to help clean wildlife impacted by oil spills since the Exxon Valdez in 1989, and it is already making a contribution to BP's Gulf disaster relief. I understand that its marketers are considering how much more it might do without getting accused of opportunism.

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An Apology for Better Conduct

Well, both Tiger Woods and Akio Toyoda have apologized for their transgressions, thereby following -- however belatedly and incompletely -- the scripted advice from communications experts: Woods looked into the camera and admitted his sins, while Toyoda did the Japanese understatement thing and then had his staff take out full-page "open letters" to customers.

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Actions Speak Louder than Words

While pundits fantasize and then bicker over the domestic machinations they see behind President Obama’s response to the crisis in Haiti, I see a missed opportunity to explore its benefits as a propaganda tool in the War on Terror.

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