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Wednesday
Apr162014

Time for marketers to stop talking about branding

Many business people are openly dismissive of “branding” as meaningless fluff. I agree. Twenty-odd years of brand consulting has convinced me that they're right. The word "branding" itself has no more substance than a dust bunny and about as much impact on the bottom line. That’s why if brand management means anything to your company, take this advice: Ditch the word “branding.”

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Tuesday
Apr082014

5 Tips for taking your brand abroad

What are the opportunities and challenges facing brands who wish to market themselves internationally? This was the focus of "Amerikadagen." I was thrilled to share the stage with some of the sharpest thinkers in international marketing and brand development and thought I'd share a few of their insights with you. 

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Thursday
Apr032014

Positioned for Success: How SME brands can rule the world

International brand positioning tips from the Amerikadagen forum on marketing small and medium enterprises abroad. I was honored by the invitation to speak at Amerikadagen, an event that addressed the opportunities and challenges facing small and medium enterprises (SMEs) that wish to market themselves abroad.

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Wednesday
Mar262014

The DOs and DON'Ts of strong brand positioning 

Few things will help your brand build an engaging online audience faster than a strong position. Your brand’s position is an early gatekeeper in the prospect’s journey to purchase and onto brand advocacy.

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Tuesday
Mar182014

Have graduate students outgrown the classroom?  

 Frank Oppenheimer was right, “The best way to learn is to teach”. In this post I hope to share what three years of teaching master's students has taught me. 

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Monday
Mar102014

If the traditional ad agency is dead, what will take its place? 

It was 17 years ago this month that McKinsey & Company published a strategy paper called “A revolution in interaction”. It was a look forward at the likely economic impact of the internet and the mechanisms that would drive it. In 1997 few of us had any idea about the changes that were about to transform marketing or how quickly the business models that defined our industry would become obsolete.

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Tuesday
Mar042014

The real reason your content is not engaging online

Are your social media or content marketing efforts under performing? Before you spend any more time tweaking your content strategy and online tactics, ask yourself honestly: How engaging is my brand? Content doesn't engage an audience, brand identity does. And that is the first place you should look if you're not getting traction online. 

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Wednesday
Feb262014

Coke takes the social out of media

This week Coke Analog Labs have released a new promotional video called Social Media Guard. As wake up calls go, Coke nails it: Funny, poignant and oh-so-true.

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Tuesday
Feb182014

The problem with passion

Wanting to do something with all your heart is great. It can bestow extraordinary focus, drive and fortitude. That’s always been the case. But in recent years this sentiment is increasingly being confused with business strategy. The word used to fuel this fallacy is “passion”.

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Tuesday
Feb112014

Why content marketing is more than publishing content

The Cure for Content: Part II (read part I)

If content is really king then why do most organizations still treat it like the court jester?

 

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Tuesday
Feb042014

The Cure for Content: Part 1

Why better tactics are unlikely to solve online content and engagement woes.

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Tuesday
Jan282014

Brand Beyoncé shows marketers how it's done

Beyoncé’s latest album release shows us how audience power is changing the rules of marketing and creating new possibilities for brands - if you are able to see it

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Wednesday
Jan222014

Marketing in 2014: The audience imperative

As marketers continue to increase their own online publishing endeavors they should take care not to dismiss traditional media but rather embrace it as a role model for their own online marketing success. 

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Tuesday
Oct292013

Why games make sense for brands online

If you have ever lived with a two-year old, then you probably know that a) anything can be turned into a game and b) it’s often the most powerful tactic you have to motivate new behaviors. What you may not have considered is that our predilection for games doesn’t really go away when we get older. Thus, the rise in recent years of “Gamification”.

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Thursday
Oct242013

Steve Wozniak on Marketing

While there isn't a tech CEO I've met who would refute this simple truth, very few are able to embrace it, no less practice it. Why is that? 

The Apple co-founder went on to attribute Apple's success to a conscious decision to be a "market-led" company as opposed to a tech-led company. This seemed to be in Steve Job's DNA.

 

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Wednesday
Apr172013

Social Media Mantra

Before you even think about online networking for your brand, I suggest the following exercise. First, take your shoes off. Close the blinds and dim the lights in your office. Sit on the floor cross-legged. Place your hands on your knees palms up if you are alone, join hands in a circle if your colleagues are with you. Close your eyes and recite the social media mantra:

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Saturday
Dec222012

Post-apocalyptic Season's Greetings

Congratulations. You have survived the apocalypse. I hope you had a pleasant end of days. 

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Wednesday
Dec122012

Santa Claus Graphic Guidelines

How not to get sued by an elf this Holiday Season

Hey it's that time of year again. 

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Friday
Nov092012

Survival is overrated  

We would like to give a big thanks to the CEOs who attended the workshop, "Survival is Overrated" at MINC today. We enjoyed getting to know you and we hope you stay in touch.

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Tuesday
Nov062012

The social vote: Obama vs. Romney

SAUL LOEB/AFP/GETTY IMAGESOK, all the Americans at The Duffy Agency have now voted. Like many Americans I'll be watching the results come in for the rest of the day trying to piece together the fragments and get a glimpse into the future of who will be my country's next president.

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