Jonathan Salem Baskin

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.

Continue Reading

I Want JC Penney to Succeed

JC Penney announced a no-sale strategy last year, along with an intention to replace sales with “everyday low prices” and a more respectful approach to its customers (instead of perpetuating the inane high pricing, constant discounts, and other detritus that have all but destroyed brick & mortar retailing).

Continue Reading

Ads As Absurdist Comedy

Two current TV commercials have me thinking that they were written by Samuel Beckett: Toyota’s “The Ex” spot for its Camry and Oscar Meyer’s “It’s Yes Food” hotdog ads make us wait far too long for a payoff that proves to be utterly disappointing…not to mention just a stupid violation of basic, tactical rules of 21st century advertising.

Continue Reading

Seven Ways Twitter Is Ruining the Olympics

You may have heard that the 2012 London Games are the first “Social Olympics,” as if adding the word “social” to anything makes it different (I think adding “in between the sheets” at the end of a fortune pulled from a Chinese cookie is far more insightful).

So how exactly is Twitter changing the Olympics? I can see at least 7 ways it’s ruining the Games:

Continue Reading

The Post-Advertising Future

For all the talk over the past few years about consumers no longer believing what brands tell them, the shift in content and control away from marketers, and the prevailing power of social interaction as the mechanism for disseminating and using information…isn’t it odd that the only way social technology platforms think they can reliably make money is through advertising?

Continue Reading

Customer Service is Where Brands Meet Truth

A vast majority of American customers are dissatisfied with the service they get, according to a new survey, whether when they’re seeking help with a problem or even simply trying to buy something (80% of respondents said they’d abandoned a purchase process).

Continue Reading

PR is the Tail of a Crisis Dog

I read earlier this week that chicken foods giant Tyson had hired a PR firm (Fleishman-Hillard) to be its “agency of record” for crisis communication and corporate reputation. The article said it was uncommon to retain crisis help on an ongoing basis.

It’s also a misplaced focus of Tyson’s attention.

Continue Reading

Financial Services Don’t Get Social Media

Morgan Stanley is going to let 17,000 of its financial advisers use Twitter and LinkedIn, and Chase is running a promotion (I found it on Facebook) that lets small businesses compete for grant money. Both efforts reveal that these financial services brands don’t have a clue about how to use social media.

Continue Reading

Stop Waiting For Bad News

I know I’m dim, but I don’t understand all the blather about bad news or customer complaints being the chance for brands to earn trust. I think it’s the opposite of how you should look at things; trust comes from a shared understanding before bad things happen.

Continue Reading

Social Faux Pas?

When Toronto’s Globe and Mail newspaper ran a story on drug-addled porn actor cannibal murderer Luke Magnotta a few weeks ago, it used a photo of the guy holding a bottle of Labatt beer. The company objected, issuing a statement that the image was “highly denigrating to our brand” and threatening legal action if it wasn’t swapped for a non-branded shot. A torrent of snarky Tweets ensued and then Labatt retracted its threat.

Continue Reading
Subscribe to RSS - Jonathan Salem Baskin