branding
Social Business: Analysis – Part 3A: As-Is And To-Be Considerations
The Fundamentals series continues the analysis phase with a mini-series on assessing the value and effectiveness of social business. This mini-series will cover the following aspects: Reasons to participate in social business (covered in parts A, B and C) Internal considerations Debunking myths Social business in B2B environments I’ve divided the reasons to participate in [...]
Social Business: Analysis – Part 2A: Reasons To Participate In Social Business: Marketing
The Fundamentals series continues the analysis phase with a mini-series on assessing the value and effectiveness of social business. This mini-series will cover the following aspects: Reasons to participate in social business Internal considerations Debunking myths Social business in B2B environments I’ve divided the reasons to participate in social business into three categories: Marketing Reach [...]
From SXSW: Monitoring Your Brand On TV With Livedash
Analytics and measurement on the Web are all the rage and—from a traditional PR point of view—the number of square inches of print media coverage still matter as well. For television, this has always been a bit more complicated. You’d have to know and even then, you’ll need to acquire the tape. But what if [...]
The Online Marketing Framework
Online marketing can take place in many forms. Banner advertising, search engine marketing and content marketing are a few examples. Every marketing activity works differently and serves a different purpose. The Online Marketing Framework is my attempt at providing an overview of what the main disciplines are, how they relate to each other, which types [...]
Keep Your Enemies Closer
Particularly in new media, marketing tactics aren’t always as proven and as successful. There is often a big difference in the tonality, the form and the audience of the content. Readers of a car blog aren’t necessarily the same type of people that read a car magazine, for example. It’s always important to consider the [...]
The Double-Edged Sword That Is Social Media
There’s been a lot of talk about social media being something companies must engage in. The dramatic increase in people who label themselves as social media experts/gurus has been ridiculous. Often times, they are also the ones clamoring that social media is the ultimate solution for companies to market themselves. Except, it isn’t. Social media [...]
Good To Great To Gone: Circuit City
For those who have read Jim Collins’ book “Good to Great” (Amazon link), you’ll remember that Circuit City was used as one of the select examples of “good to great” companies. If you haven’t read the book, I can definitely recommend it. Circuit City basically dominated the stock market—beating average performance by 22 times at [...]
Is Your Brand A Toyota HiLux?
Several years ago, the crew from BBC’s Top Gear attempted to destroy a Toyota HiLux. The pickup truck was, among other things, immerged in seawater, set on fire and dropped from building demolition site. Suffice to say that it endured ample punishment, but in the end, it would still start. You can watch the videos [...]
