The NBC Washington station has done an excellent job of using social commentary to surface articles to its home page that may or may not be the story choices of the editorial staff. They surface what people are reading most, but they do more than other news sites- they communicate how their readers are feeling about a news piece. Brilliant. Read more »
If the goal of every process is to find the best ideas, then generating informal drawings early in the discovery process creates quick definition that when expanded upon, leads to solid ideas. It’s like NASA- faster, better, cheaper… just add “effective” to the equation and real value is discovered. Read more »
When presenting the discoveries made about a client’s business, we have historically presented documentation that is largely ineffective because it subscribes to the idea that breadth creates value. This has the effect of drawing the client into the information rather than into the story. The solution may be to provide visual summaries that are quickly comprehended and hold a client’s attention. Read more »
Launching a new brand is daunting. Launching a new brand around a misunderstood product possibly even more difficult. The process requires immersing oneself into the client’s business. In this post (part 1 of 2) I share with you some historical information on traditional Balsamic vinegar from Italy. Read more »
From an informal email survey I conducted, I found that the Nokia brand fails to garner significant attention in the North American market. If they were to unify their marketing communications and target the business user with their new smartphone + application store, they could revive their image. Read the survey results and my thoughts on the opportunity that could be exploited. Read more »
Nokia is a powerful company that is currently sitting on the side lines of the mobile device market. Their message is fragmented. Their international image is uncertain. Their move to be a software company is in its infancy. Are they becoming irrelevant? What can they do to re-enter the market in force? Read more to learn my opinion. Read more »
Nissan’s new Cube targets the Millennium Generation. In a world of innumerable options, the emotional center is about being “special.” One way of doing that is through personalization. The Nissan website executes the idea well, but in this post I recommend a way to extend the dialogue. Read more »
It may have been an emerging trend in 1970, but its now a swelling movement. It is the hope of the Earth Day Network, that the year 2010 will mark the beginning of the Green Generation: an age of sustainability and a break with the past. Read more »
Do consumers care about your green marketing efforts? Will the interest fad? Are there market opportunities in evolving your business to become sustainable? Research is showing that the time to make a shift is now. Don’t put it off due to an economic down-turn. Position yourself for the recovery! Read more »
When an advertising campaign is so successful that it is sampled and remixed repeatedly, yet still references the original concept, should credit be given to the original creator? The issue of intellectual property rights in marketing communications has been a topic of conversation over the last few years. One argument makes the case that IP is an untapped revenue source for marketers. That could be going too far… Read more »
