brands

A Wider Digital Perspective (Part 2: Digital Services)

How does digital communication affect business outside marketing?

In this three-part article I will try to explain the changes I’m seeing in the convergence of emerging digital communication, branding and business.

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A Wider Digital Perspective (part 1)

How does digital communication affect business outside marketing?

In this two-part article I will try to explain the changes I’m seeing in the convergence of emerging digital communication, branding and business.

Continue Reading

Brands on Social Channels

Guest Post by: Laszlo Kövari

I was hesitant to write yet another post on “social media”; I really think that writing about such things means contributing to the hype and as we know hype always misses the point.

Also: the most important points about this question have already been made by much smarter people.

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Most Desired Brands: a Neuromarketing Ranking

Buyology Inc. has released its “first annual” list of the most desired brands in the U.S. Of interest to Neuromarketing readers is that the list is based on the firm’s Neurotypes brand profiling technique, which uses a combination of EEG brain monitoring and eye-tracking data.

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No Ghost in the Machine: The Case for a Social Renaissance, Part 1

(I'm sharing this essay in celebration of the official launch this week of my new book, Histories of Social Media. It debuted at SocialMediaToday and the second half is available there exclusively today).

 

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Importance of Brand in the Digital Media Environment

Basic marketing economics teaches us that the best way to make sure not to make any money is to create a product that is identical to every competitors offer, and then market it in abundance. Unfortunately this is also a good description of the digital media/publishing environment.

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Connect Everything Else

Are we stuck? Or are we just at an interim stage in the evolutionary cycle, waiting for the next step to shift the landscape again? In this presentation I introduce some thoughts in regards to how we need to change our thinking if we are to break out of the repetitive cycle we seem to be in.

I’ve just uploaded my last presentation “Connect everything else” on slideshare.net. There are three reasons inspiring me to write this:

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Are Media Brands More Trustworthy than 'Regular' Brands?

Why should we trust a media brand more than a “regular” consumer brand?

When introducing the idea of media collaborating with brands in creating valuable content for readers and participants, most media shy away from the idea based on the concept of keeping media neutrality. They don’t want to appear bought.

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Are We Overhyping This Whole Movement/Tribe Thing?

Have you seen any movies set in the future, say Blade Runner or Minority Report? What do you notice about those films as it relates to the future of advertising? Yep, that all of that time in the future and advertising is still pretty pervasive. In fact, it's even more pervasive then it is today. Think of those giant billboards from Blade Runner or the famous (or infamous, depending on your POV) scene where retinal scanners welcome Tom Cruise to the Gap. The only future world I can think of without pervasive advertising is the one from Brave New World and there, they train you in-vitro to be a consumer. That's pretty pervasive.

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Brand Talk on Love, Sex and Emotion. Marketers Love Drinking Their Kool-Aid.

Can a company/brand create such powerful emotive connections to make customers love them? Your advertising agency will be quick to say yes. I am not sure. I can imagine a few scenarios when it happens but is is very uncommon. Marketers like to convince themselves that you can buy ‘love’ and that’s the ultimate goal for great marketing. What's that book name "Lovemark"? That's an example of advertisers drinking their own Kool-Aid. Yes, many customers can have a level of enthusiasm because we provide them with a great customer experience, is that love? That’s what I want to write about.

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