They do it by talking about and engaging with topics and content that will make their customers smarter. Or they share tidbits that are fun and engaging, and share the love. These are the secrets of successful corporate blogs - and ...READ»
Branding as a strategy means little if the customer experience is not there. If your story doesn’t align with what you do, all of the clever tactics you can come up with to follow your lofty goal will not make the cut.Unless you can ...READ»
AdAge writes an interesting article about going beyond online ads to eCommerce opportunities for CPG brands. Will it pay off? Services are easier to deliver online. A few product dot-bombs in the early 2000s made us keenly aware of ...READ»
Many marketers spend a considerable amount of time calculating the ROI of campaigns by looking at cost per lead (CPL) or Web conversion numbers. You are probably quite smart yourself to the ways of lead nurturing and its importance in ...READ»
There is a good relationship between innovation and failure. As Monica Harrington shares, Microsoft Bob gave plenty of very smart people a run for their money - and lessons to take to their next project. Those are familiar ...READ»
They’re at the opposite ends of the conversation spectrum. The show context is that of media and advertising, two areas that are undergoing rapid change - some would call it a decline. Mad Men captivated the public’s imagination ...READ»
There is a reason why this publication is called Fast Company. The US has an even shorter attention span than many places I’ve had the fortune of spending time in. I’ve been writing about customer conversation here for more than ...READ»
Usually it’s the customers who give you deadlines - and sometimes ultimatums - on service. Needing something done by, support within “x” time, service at “y” time and place. What would happen if you turned that concept on ...READ»
We spend so much time talking about how to improve customer service that I thought one post on how to improve customer attitude would be time well spent. If you think about it, we call a customer support line only when we have a ...READ»
You probably already know that Forrester’s social technographics profile can help you analyze the social profile of your customer base. As authors Josh Bernoff and Charlene Li explain in the book Groundswell, people increasingly use ...READ»
It seems that if there are many ways to listen in the social Web, there are also many reasons with the ways to answer. Tom Asacker puts it well, we define ourselves both according to what we identify with and what we reject, and given ...READ»
A neuroscience technology breakthrough at the University of California, Berkeley, has major implications for the future of branding and marketing.READ»
In today's competitive environment, staying the course is the kiss of death. Nest disrupted thermostats; what will you choose to do in your industry?READ»
If we are asking audiences for their time and expecting to engage with them, we need to respect that time and take our communication with them seriously. The moment dismissive attitudes start to creep into our work, we might make the switch from making sincere mistakes to insincere ones. READ»
All business advantage is founded on some anomaly--a unique set of experiences that makes you better than anyone else at a particular skill, a new business model, a pool of talent others overlooked, a patent that sets you apart. But it’s not enough to describe the difference--you need "Reason Why Marketing."READ»
The quality of Super Bowl ads often rivals the game itself, and yet every year brands will make missteps. Viewers will cringe, be bored, stop watching. Cartoonist Tom Fishburne sketches out the common stumbling blocks that leave brands writhing in the advertising pit of despair. READ»
The visualization tool brings home the point that your Timeline is supposed to be a survey of your young life so far. And it makes you want to upload more and better pictures.READ»
There is much the corporate world can learn from this 25-year-old diva, whose talent for building a brand might even surpass her formidable performing chops.
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When it comes to the things we buy, what other people think matters. A lot. Here's how the desires of strangers--inflamed by branders and marketers--mysteriously become our desires, too.READ»
