A couple of years ago, I picked up one of those small, black, Apple TV boxes. It seemed to make sense since I already had an iPad and an iPhone – and it was a simple way to ‘bounce’ web content to the flatscreen TV in my living room. I used it occasionally to watch […]
People who’ve been involved with marketing for a long time understand that there are essentially two types of companies. The first is, for lack of a better word, conservative. This is the type of company that’s very risk averse, has a business model that evolves at a snail’s pace (if at all), and perhaps most […]
Stand out or blend in and be forgotten. That’s a pretty good measurement to use when evaluating your own marketing campaign. How is your brand perceived in your product category? Every once in a while, a brand just comes out and says that they’re not like the others. In the nineties, there was ‘Think Different’ […]
Way back in the pre-Internet era, Apple ran a now-infamous commercial called ‘1984’. It ran just once, on the SuperBowl that year. But from all of the buzz the spot created you would have thought it was part of giant, multi-million dollar media buy. There’s no product in the commercial. Nothing you can buy is […]
Back in May of 2011 there was an article by Tim Dickinson in Rolling Stone titled ‘How Roger Ailes built the Fox News Fear Factory’. According to Dickinson, Ailes runs the most profitable division of Rupert Murdoch’s News Corp – that being Fox News itself. Here’s a quote from that story: ‘To watch even a […]
If you have a consumer brand as ubiquitous as Coke or Pepsi, you can skip this blog. For everyone else who’s struggling to build market share in today’s slowly-expanding economy, you should probably read on. Here it is in a nutshell: Today your brand will be more successful if you focus on a narrower, more […]
Change isn’t easy. Which is why brands that are proficient at responding to the ever-changing marketplace do the best. These are the high fliers. The CMOs that think ahead of the curve. They make news. Introduce products based on what evangelists want most. Involve fans in important product decisions. And do their best to make it all relatively transparent.
We live in times of information overload. And yet in the midst of all the ever-present noise, your business needs to carve out some small ‘share of mind’ in order to succeed. In essence this is the purpose of all advertising, and on a broader level, all marketing as well. Be noticed, be remembered, or be gone.
Thanks to the Internet and social communication there, we live in an age where the consumer controls the conversation. People want to have faith in brands they like (and sometimes love), but you have to hold up your end of the bargain to make this happen. It’s not business as it used to be. It’s business as it works today, and here’s what that entails:
When something or someone fundamentally changes the way that people interact with technology, it’s a culture shift. Whether you are a big user or not, Apple has likely had an impact on the tools you use every day. Making the switch finally last year from my dying PC laptop to iMac and MacBook Pro, I […]