Back in January of this year I wrote a piece which spoke to the need for every marketer to remember a certain nine-letter word: Relevance. And while I firmly stand by what I penned then I am here to tell not just every marketer, but every advertiser and brand under the sun as well that there’s a five-letter word that must be treated like gold for when it is achieved, wondrous things can occur.
The word is trust.
Now the word “trust” in it of itself has many different connotations and in the context of advertising, marketing and branding it comes in different shapes, size and meanings, too. [Read more →]
Tags:Brand·brand managers·brand marketers·responsys·steve olenski
Note: While this article is written directly toward CMOs, make no mistake about it, CEOs should heed this advice, too.
The time has come. The time to remind the leaders of marketing departments across the land that they are also consumers, too and as such they need to care about consumers and the business they bring to the bottom line; and that they need to care about things that go way beyond a marketing plan.
In other words they need to remember they are people, too, just like the person on the other end of that cash register, email, Facebook post, advertisement and on and on and on. [Read more →]
Tags:Chief marketing officers·CMO·patrick adams·responsys·steve olenski
THEME #4 FROM 7 PART POST SERIES EXPLORING THE EVOLUTION OF BRAND STORIES & THEMES
The arts are one of the few industries that exist today where exclusive control may result in a stronger creation. Think of musicians who have succeeded without a record label, or independent films powered by open social interest. In business, the opposite is happening. Greater innovations are being created through shared IP and collaborative strategic partnerships. This open approach to business development is counter to traditional beliefs that IP if closed/proprietary, or so unique that it is incompatible with competition – would be of greater value to the market. The business culture and leadership vision, whether closed or open, is evident in a brand. Brands born out of a culture that is closed and control-minded, usually show limited interest in engaging with people and pursuing new collaborative partnerships. In contrast, brands born out of an open, social, and collaborative business culture, are usually the brands that are most enduring, share-worthy, and human.
Recently IBM Connect 2014 in Orlando was a great opportunity to catch up with a number of thought leaders and frontline practitioners working every day to bring Social Business to life.
Numerous reports have been emerging showing that anywhere from 50 to 70% of both B2B and B2C sales in coming years will be driven via the web through online and social marketing channels making the movement to a social business approach a must for leading firms. [Read more →]
I know, far it be for me to write an article which brings together music and branding. I kid of course for by now you surely know of my love affair with the concept of marrying and meshing the worlds of advertising, marketing and branding with that of pop culture – in this case, music specifically.
Not long ago I read a quote attributed to pop singer Adele in which she says “I don’t make music for eyes. I make music for ears.”
Coming from an artist that makes perfect sense of course.
However, in our world of marketing and advertising — especially in today’s highly visual world where Pinterest, Instagram and other image-based platforms are becoming more popular with each passing day — the need is paramount for the right music to be married to the right brand. [Read more →]
I could literally just write that title then leave the rest of this article blank and let everyone chime in and fend for themselves as to where they fall in this debate. This epic debate, which it has become as the cost associated with advertising during the Super Bowl has escalated to super heights, if you will.
Those in the marketing and advertising space surely have opinions, and more than likely strong ones at that as to the merits and benefits of spending gobs of money for 30 seconds of air time.
A few days ago in Forbes, Rob Siltanen, founder and chief creative officer of Siltanen & Partners, a Los Angeles-based advertising agency, in his article entitled Yes, A Super Bowl Ad Really Is Worth $4 Million, stated categorically that he believes “the Super Bowl to be one of the smartest investments a company can possibly make. In fact, the Super Bowl makes more sense today than ever before.” [Read more →]
Tags:brand managers·branding·marketing·responsys·steve olenski·super bowl advertising·super bowl commercials·super bowl tv commercials
On December 16th of last year I posted a collection of predictions for the coming year from and for the marketing and advertising world. The fearless forecasters I gathered together shared their insights into what they think lies ahead in the coming year and they did so with a twist. They were asked to not only provide a prognostication but to do so with a pop culture reference attached to it.
It turned out to be a lot of fun and I highly recommend you read it. Not because I wrote it. On the contrary, I recommend you read it for it provides a collection of wisdom from the best and brightest minds today, all in one place.
Now the reason I preface my article with all this is due to the fact that my prediction then ties in precisely what I want to talk about today. My foretelling spoke of the need to go back to the beginning, as Inigo Montoya (my pop culture reference) stated so eloquently in the film The Princess Bride. [Read more →]
Tags:content·content marketing·marketing·responsys·Ted Rubin
You’ve reserved a prominent location, prepared your booth, and trained your sales team. Now what? Preparing for a trade show isn’t easy, and making the most of the opportunities a trade show provides can be very difficult for a first-timer.
One of the best ways to capitalise on your first trade show is to use social media to enhance your business’s presence. These five tips have been provided by trade show product supplier Display Wizard
to help you succeed at your next trade show. [Read more →]
As editorial director and conference producer of The Pivot Conference, I have the privilege to meet with the people who are bringing about real change inside organizations. During the 2013 conference, I had the chance to interview Dr. Rebecca Harris (@RebeccaHarrisDr), who leads the Social Media Center of Expertise at General Motors in Detroit. Her role is all about transformation and integration as she works across brands and around the world on social strategy, social tools, social processes, points-of-view on multiple social topics, and overall integration between brands, divisions and countries. [Read more →]
Far be it for me to question The Don. I mean who am I to dare challenge Vito Corleone? And who I am to infuse pop culture into a given marketing and advertising topic?
- Well of course you know by now I live to take pop culture and overlay into our world as witnessed by one of my most recent articles – an end-of-the-year piece which saw some of the best and brightest minds in marketing and advertising come together to share their thoughts for 2014. Of course there was a twist as I asked the players involved to not only include their predictions for 2014, but to overlay a pop culture reference that best fit and aptly described their insights. [Read more →]
Tags:daniel newman·responsys·steve olenski·the godfather