What are some of the latest developments in Facebook marketing? How is Facebook changing the nature of brand-building? These are some of the questions I cover in today’s interview with Facebook’s head of Global Vertical Marketing, Mike Fox. Mike’s group is charged with developing category-level marketing strategies for Facebook’s clients, so he is able to share […]
brand-as-business bit: This week’s BusinessWeek features a story outlining Campbell’s strategy to stem the tide of declining soup sales. The venerable firm is introducing Go! Soup, a “ready-to-eat meals line coming this month in varieties that include chorizo, pulled chicken with black beans, and golden lentils with madras curry.” One commentator expressed his skepticism about […]
Did ya miss any of these? Design Is Everybody’s Business — a write-up on Herman Miller’s ten principles of design (this post was featured on GigaOM and several other sites). Brand Experience Brief: Gap — a video comparing Gap’s store redesign to an “old” Gap The Over-Promise Problem — a blog post about how companies tend to over-promise […]
This is not a rant. It may seem like a rant at first – but I’m actually trying to draw attention to a growing problem I see among many companies. It’s the “over-promise” problem. Here’s what I mean: […]
brand-as-business bit: Hindsight is 20/20. Nowhere is this more apparent than in the history books of failed brands. Julian Day, RadioShack’s former Chairman-CEO, probably has a few regrets. Although Day has been out of RadioShack’s hot seat for a year, his leadership marked the beginning of the brand’s demise. With Best Buy fighting for its […]
In elementary school, there was a boy who really wanted me to “go steady” with him (yes, that’s what we called it back then.) He pursued me fervently and eventually persuaded me to say “yes.” Then, he proceeded to instruct me not to tell anyone about our amorous relationship because he didn’t want people to […]
brand-as-business bit: I’m consistently asked by business leaders for my point of view on daily deals like Groupon and LivingSocial. I decided to pen my thoughts in my latest OPEN Forum column. Please take a look. You’ll see that I don’t believe it’s a question of if you should do daily deals, but rather the […]
brand-as-business bit: What makes an ad something people want to share with others? Is there a secret formula for making ads that are most likely to be shared? The March issue of the Harvard Business Review included a report by Harvard prof Thales Teixeira who tracked viewers’ eye movements and facial expressions while watching ads. […]
brand-as-business bit: I love how some of The New York Times’ best business stories aren’t found in the Business section. Case in point: The Sports section’s recent recap of the 76ers turnaround. It retraces private equity titan Josh Harris’s moves to rejuvenate the august team – and in doing so, it provides helpful pointers for […]
brand-as-business bit: There’s been a lot of activity in the fast food world these days: Burger King just launched a new menu and ad campaign, Wendy’s introduced a new tagline and campaign, and Taco Bell is experimenting with a new menu and tagline. My colleagues over at E-Poll and I thought it would be helpful […]