//Core

8 Examples How To Build Brands Through Audience Participation

Where it was once taboo to allow normal folks to play with and publish content based on a brand's product, the opposite now stands when looking at a key factor of Audience Development. It wasn't too long ago that brands might have shuddered if their IP was manipulated in a way like Wacky Packages did, [...]

By | 2016-10-29T12:33:22+00:00 August 19th, 2015|Brand Experience, Core, Social Media, Strategy|0 Comments

Sound Strategy Can Leverage Fumbles Into Wins For Smart Companies

Too often, sports fans get upset when their opponent wins by way of a fumble recovery or one good play that enables a close victory. They exhort, "they were lucky!' Or, "it was just a lucky bounce." But the real truth is that the opposing team was just well prepared.  How many times are there [...]

By | 2016-10-29T12:33:24+00:00 August 13th, 2015|Brand Experience, Core, Management, Marketing, Strategy|0 Comments

VidCon Teases Keys to Engagement in a Shifting Marketplace

John Green Presenting the VidCon 2015 Industry Opening Keynote Attending a conference like VidCon can wear a person out - especially if the person is not the predominant target. With the majority of attendees being teens and pre-teens that are exceedingly enthusiastic about the YouTube celebrities, it's far to easy to overlook what [...]

Mapping The Cost Of Innovation

Many companies claim that they place an emphasis on innovation - and to a point, they are delivering - but when it comes specifically to marketing and buzz generation, companies set themselves up to fail in the innovation category. Sure.  They may execute a campaign that utilizes a new technology or create a video that [...]

Showing ReSTRAINt In Outdoor Advertising

FX launched their new series THE STRAIN last night to solid critical response and viewer numbers. With a creative force behind the basic cable series of Guillermo del Toro and Carlton Cuse, it certainly deserves a look.  Unfortunately, at least in Los Angeles and New York, that look was forced upon us in the guise [...]

By | 2016-10-29T12:33:45+00:00 July 14th, 2014|Core|0 Comments

The Value of CES For Marketers

The growth and breadth of items showcased annually at CES has led to the attendance of more than sellers of electronics - it's caused an ever-growing onslaught of entertainment marketing folks to jet over to Vegas. Wayne Friedman of MediaPost questioned the value for marketing executives attending and I responded in the comments, but I [...]

By | 2016-10-29T12:34:08+00:00 January 16th, 2014|Core|0 Comments

Navigating The Cost Of Innovation

It's a new year and we are all on the continued lookout for things new and innovative. The Consumer Electronics Show (CES 2014) kicks off every year with many promises of innovation and they often deliver. Walking those halls provides a course in one way to look at innovation - which we'll delve further into [...]

By | 2016-10-29T12:34:11+00:00 January 2nd, 2014|Core, Ruminations|0 Comments

Timeless Copy, Design And Placement

Some might chalk it up to being in a part of the United States where there is no connectivity, so printed materials are all you've got. I chalk my excitement about an ad read while camping in New York up to actually seeing a compelling bit of copy with solid layout and even better placement. [...]

By | 2016-10-29T12:34:29+00:00 July 24th, 2013|Core|1 Comment

Tools For Maintaining The Brand Heat

One of the challenges any Marketing (and specifically the digital team) run into is the education of the entire staff about what's new and exciting.  It's even more challenging to move beyond the listing and explanation of platforms to how the brand is meant to utilize each. The Campbell's soup team is getting some press [...]

By | 2016-10-29T12:34:31+00:00 July 15th, 2013|Core|0 Comments