consumers as creatives

Rich Thomaselli from Advertising Age called me recently for some comments for an article he was writing, “If Consumer Is Your Agency, It’s Time for a Review.” ad_age_logo The piece turned out to be a great analysis of how the use of John Q. Public to develop ads has “jumped the shark” (as Rich refers to it).  He calls out companies for turning over their marketing to consumers through contests like Doritos’ Super Bowl campaigns and Folgers’ recent contest asking the Average Joe (pun intended?!) to update its famous “Best Part of Wakin’ Up” theme.

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Posted on May 24th, 2010 by denise lee yohn and filed under brand communication, brand touchpoints, marketing | 1 Comment | Comments RSS

ben mcconnell on employees as brand evangelists

Ben McConnell, one of the most influential online marketers, spoke with me about employees as brand evangelists and other developments in today’s participatory culture.Ben McConnell (more…)

Posted on March 1st, 2010 by denise lee yohn and filed under brand perceptions, brand touchpoints, business | 1 Comment | Comments RSS