relevance

No, What Does Your Brand Do?

The marketing media was buzzing last week with news that CBS will promote its fall program lineup via a teeny-weeny video player inserted in an issue of Entertainment Weekly magazine. I know the ad industry is in dire need of some good news, but doesn't anybody else think this is utterly stupid?

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Disposable Advertising, or Don't Kill the Microsite

The Subservient Chicken site attracts 10-20K unique visits each month.

The debate about their increasing irrelevance aside, if we are going through all that trouble to build campaign microsites, why are we always in such a rush to pull the plug on them when the campaign is over?

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T-Mobile 'gets it' (video)

by: Alain Thys

A few weeks ago, T-Mobile in the UK appointed Mr. Srini Gopalan as its new CMO. I do not know the gentleman, nor his beliefs, but if there were one message I would give to him is "please don't tell your people to change direction". Because I believe that they are "getting it".

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Change Marketing, Yes We Can (presentation)

by: Alain Thys

I don't know about you, but for years now I've had the feeling there's something wrong in the land of marketing.  After all, we all read that the world has changed. That media consumption has changed.  Consumer behaviour has evolved.  That brands aren't trusted.  That mass media are dead. 

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What Right Do Brands Have to do Research in Social Media?

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Is Search the Anti-Brand?

by: Jonathan Salem Baskin

I wrote an entire chapter in my book, Branding Only Works on Cattle, about how the ubiquity of information available to consumers via Internet search (access, richness, and authenticity) search, would destroy the fundamental, command-and-control presumptions of branding.

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Code Words & Secret Meanings

by: Jonathan Salem Baskin

When Procter & Gamble lowered its sales outlook in the middle of last month, it offered up the most traditional, generic excuses for what was wrong...and what it intended to do about it. The one novel item in the announcement garnered no more media scrutiny than the lame rationale that surrounded it.

The company is suffering from pantry deloading.

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Possibilities, Not Necessities

by: Jonathan Salem Baskin

I just finished walking through the exhibits at the 2009 Consumer Electronics Show in Las Vegas, and my shopping list is blank.

I don't need anything that I saw. 

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Holidays 2008: Price Cuts Eroded Value

by: Jonathan Salem Baskin

Frugality is a tough lifestyle choice to monetize.

Of course, people still needed to buy stuff to give to one another in celebration of the holiday of their choice. Products and services were still required to support the ongoing habits of eating, traveling, entertaining, etc. Consumers still consumed.

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Holidays 2008: Need is the New Want

by: Jonathan Salem Baskin

If only one idea emerges from the profundity of "bests" lists and prognostications this holiday season, here's my entry:

Need is the new want.

It's a loaded statement. Here's what I think it entails:

 

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