Making sense of international marketing and brand strategy in the information age
The common perception of China is that it’s a waking giant that is still struggling to rise. The reality is something different. As China expands and stretches its massive arms, expect the... Read more
1 November, 2010I'm often asked if brands should use traditional or social media. The question is often phrased as if the two are mutually exclusive and you need to be on one camp or the other. But social media vs.... Read more
28 October, 2010There is an easy way to get more from your advertising agency. And it's not keeping them on a shorter leash, squeezing timelines and margins even further, or micromanaging their every... Read more
23 August, 2010Today, the various services that make up a marketing campaign are siloed among so many specialized players, from Web developers to PR firms to social media agencies, that one must ask, ‘Who... Read more
17 June, 2010Negative can be funny. Negative can be edgy. But if you really want to build brand equity with your marketing communication — embrace the positive. I think this should be a golden rule for... Read more
8 March, 2010Why drive-to-web works The winner of the populist vote in this year’s Super Bowl ad war is the Betty White Snickers commercial. According to the 2010 USA Today Ad Meter, the commercial... Read more
11 February, 2010Can your brand benefit from the wildly viral "Staring You Media"?I am not a fan of Sweden's "voluntary" TV-tax. However, I am a big fan of the campaign they have launched to induce me to pay it. Why?... Read more
24 November, 2009This post attempts to provide a way to approach and organize Twitter Lists. It won't cover step-by-step instructions for creating lists. If that's what you are looking for, please check out this... Read more
4 November, 2009IF YOU WORK IN ADVERTISING — CONGRATULATIONS — YOU'RE NOW A DIRECT RESPONSE SPECIALIST Too bad direct response advertising has a such a bad reputation among most ad agency types. It usually... Read more
8 May, 2008
