digital

Thinking Doesn’t Start with Digital, but Digital Has Changed How We Think … (part 1)

People who understand digital get how it has changed how they think about the role and reach of communication. It is a deep and structural change. But, this new thinking doesn’t turn out to be very digital – in fact, digital has very little to do with the digital things we do.

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Rethink This: Brand Currency

Do we build brands based on quantitative or qualitative measures? Are we in the business of spending more time with people or making the time we spend with them that much better?

The following article is published on popsop.com.

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A New Evaluation: the 10 Lessons of the Brand Utility

The brand utility has become an established phenomenon and there are inspiring success cases. But the App stores are also full with apps that will never be found, let alone be used.

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Free

“Old marketing” is about to take ownership of both customers’ and investors’ imagination and cash flow in the “connected” space. “Free”, “discounts” and “coupons” seem to be the new digital brand.

Recent examples and experiences from the digital realm presents connected technologies as nothing more than a platform to accelerate companies’ ability to give away their products at a discount – rather than innovate and change business:

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Outside – The Future Is Not in Front of Us… V.1

We often talk about the future as something linear, directly in front of us. We are giving ourselves the impression that we are operating within some kind of limited space, where in order to make room for new stuff, old stuff has to disappear – or be killed.

 

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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

11 Actionable Trends for 2011

One of the most interesting parts of my job is working wirth each January to curate what the firm sees as the key trends that we think our clients and teams need to think about in the year ahead. This is the second time Steve and I collaborated on this effort. What I really like about our 2011 effort is that we don't just gaze into the crystal ball but we provide actionable insights along with recommendations on what you should be doing.

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Making Sense of the Retro-Digital Movement

We're experiencing a retro-digital (or is post-digital?) movement in the tech world: just today, I read about a gaming company (Discovery Bay Games) that has figured out to convert your bright, shiny Apple iPad into the type of tabletop board game that you played decades ago.

 

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Millward Brown Digital Predictions for 2011

I like Millward Brown reports. There is nothing radically that new in their predictions for 2011 but it is worth a quick read.

Because of my interest in Web video (quick plug for my web video production company InTwoFocus and my Web video blog) it was good to see that the expectations for video advertising are a continuing move in the upward direction.

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