When you look at the data, you find that much of the advertising that is done is not just mediocre ¬- it doesn't work. When I make this statement to my clients and students at the beginning of an engagement or course, they don't believe me.
Market Mavens are out there, they can be found and profiled, and as social media grows its influence across the demographic spectrum, they're rapidly growing in importance.
Strategy, marketing and innovation teams have one job: To grow the top line (revenues) and bottom line (profit) of the business. CSR teams, on the other hand, are usually in the business of reducing negative impacts, which can often reduce profit too.
As part of today's #CareerAdvice series, we'll hear from someone whom I had the great privilege to work when I was with Leo Burnett Singapore. He leads the digital - social and mobile initiatives for the agency in the Asian region.
In terms of brand activity, the winner of the night was probably Lego. That highly successful movie took the brand to a whole new level of "entertainment" -- a classic brand extension. The celebs holding Lego Oscar statues was a nice touch.
Change won't happen if we just talk about it, it will only happen if we do something about it. Here are some key takeaways to bring to your workplace:
If you are not already designing and providing the solutions to the problems and demands of the next week and next year, you are behind the curve when you cannot afford to be behind.
Great storytelling -- whether it's a new play, a television spot or a speech -- is all about creating an emotional connection with the audience. Storytelling is elevated by great writers and great storytellers.
The face of sales is longer mired in the old school approach imprinted in the culture by David Mamet's culture defining "GlenGarry Glen Ross" - a tale of desperate men chasing the American dream, using outdated sales "methods."
Never have I pressured a man to buy me anything, and yet every year, I have to smile at snide comments from male friends, family members and coworkers who want to know if the person I'm dating is "in the doghouse" this year or not.
Is grass-fed just the next buzz word in food marketing that will quickly lose its meaning?
Pay attention. Know your audience. Know which topics appeal to your audience. Know which topics don't. Develop posts that answer your audience's most pressing questions. And most importantly, demonstrate your appreciation for the people who follow your blog.
Sports consumption is inherently personal, and ESPN has leveraged this to provide greater relevance for their user and a greater audience for their own content.
I held my annual Twitter party during the Grammy Awards this week...we talked about the marketing for the most part, but we also got in lots of commentary on the celebs, and fashion, and in this case the music.
This is part of the #CareerAdvice series - featuring successful professionals who share their advice to people who would want to take their career to...
When you work, breathe and live brands like I do, it's rare to find one that touches you on a personal level. Enter Aesop: alchemists of luxurious products for the skin, hair and body.