Karl Long

Is Advertising Worth Saving?

by: Karl Long

Exec Summary: Yes, advertising is still a valuable discipline, but what it needs is a higher purpose. Advertising needs to inspire more than mass consumption, it needs to communicate ideas that inspire action, and participation. The good news is the internet is one of the best mediums ever for the propagation of remarkable ideas, and at their best ad agencies create great ideas that inspire above and beyond the act of passive consumption…

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Post Consumer Society and the Culture Accellerator or What Are You Learning Today?

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My 2009 Prediction on Social Media and Beyond - The Flight from Growth to Value

by: Karl Long

So what does Bernie Madoff’s Ponzie Scheme, the financial services industry, the housing market, and Facebook have in common? They all look(ed) very attractive as they were/are growing, in other words rapid growth can obscure real value, as long as there is continued growth.

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New Rules for Developing Brand Identity Considering Social Media

by: Karl Long

I was inspired to write this after seeing the amazing case study from the team that worked on the Obama identity, which could well become one of the most iconic identities in our time. What struck me was the approach was less like the classic ‘brand as a monolith’ strategy, and much more ‘brand as a canvas’. Deliberate or not, the brand gained it’s own life in social media as people took it and mashed it up.

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Why MLM Will Kill Twitter (Hint: because They Have a Business Model)

by: Karl Long

This post is the culmination of a long experiment with twitter and I have bad news for twitter, MLMs (multi level marketers) will kill it and so will anyone else with a business model that can extract value from exponentially growing network… so any blogger.

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The Future of Business and Social Media Inspired by Lawrence Lessig Interview on Charlie Rose

by: Karl Long

In this fascinating interview on Charlie Rose, Lawrence Lessig provides some interesting comments about “hybrid economies” where companies co-create value with their customers. As he says some companies, mostly new and small, are already adopting this hybrid economic model, but bigger companies in the future will be transformed by this.

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Advice about Social Media for CEO/CMO and Other Senior Executives

by: Karl Long

In the recent Marketing Vox report Marketers Still Face Steep Web 2.0 Learning Curve several quotes jumped out at me, indicating that companies are still very unclear about the value of social media. Quotes like:

“Despite a lack of expertise, more than 67% report they will increase their Social Media advertising budget in 09.″

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Think Your Conversion Rates Are Bad, New Study Reveals Spam Converstion Rate

by: Karl Long

We always knew that someone had to be clicking on penis enlargement emails and not only that, someone had to actually be buying that crap. It’s kind like late at night when you’re watching horrible infomercials that you think to yourself who the hell is buying this crap, well enough people to make it economically viable to make those repugnant commercials.

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Do You Have a Business Model? Advertising Is Not a Business Model

by: Karl Long

First of all, what the hell is a business model anyway? As with many terms used in strategy and business it is often used in different ways and interpreted differently by different people. Lots of entrepreneurs and misguided bloggers will conflate advertising and business model, but this is a mistake. Advertising could be your “revenue model” but it is not your business model.

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The Economist Gets It Dead Wrong on Social Media - FAIL

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