The social media tools and techniques we have at our disposal are making marketers smarter, more effective, and more efficient each day, making days of “post and pray” a thing of the past. Or, at least, one would hope. The truth is, when it comes to social media marketing, a brand’s first priority must be …

I am a strong believer in virtual reality as a force for good for the drinks and food industry. When you are standing in the supermarket aisle or at a bar, confronted with endless brands that are in many ways very similar, what is it that will make you decide on one over another? You …

Every generation experiences a creative movement.  Back in the day of Andy Warhol, artists recognized visual communication was moving at breakneck speed.  Warhol himself said, “The idea is not to live forever, it is to create something that will.”  It’s true, from still imagery to graphic design and digital animation, when a story comes to …

Online media channels are a great way to connect your audience to your content. While the content creation process is a job in unto itself, the distribution of the content cannot be forgotten in the process. For both seasoned and new content creators, it is very important to begin by understanding your online media distribution …

There is a surplus of information in the marketplace, and it’s only increasing.  With the proliferation of mobile devices coupled with internet penetration and social media adoption, there is no shortage of brands interrupting consumers with content overload. This doesn’t even include the conversations that consumers have with their friends through text, email, Snapchat, WhatsApp, …

Recently, Tesla Motors started taking $1000 deposits for the new Model 3.  In the first week, they collected 325,000 deposits, representing about $14 billion in sales.  That‘s a lot of cars.  And about what GM’s Buick brand sells in a quarter. Tesla is building a legendary brand.  Buick is rebuilding their brand – and there’s …

In today’s crowded markets with buyers who will engage only on their terms, in their context, and on their timeline, B2B marketers must find a way to break through a cacophony of noise and clutter. Many of us barely rise above the noise because we fail to matter beyond our features and benefits. We fail …

Stories are a hot topic in marketing because they have been shown to be superior to facts in getting attention, being remembered, in changing opinions, in stimulating social activity, developing emotion, and, curiously, even in communicating facts.  Many firms have added journalists, editors, and filmmakers to their staffs to create or find meaningful stories and …

Brand storytelling is more than just branded content, native advertising, creative campaigns on Facebook or tear-jerker Super Bowl commercials. It should also involve mobilizing employees to participate and feed a brand’s content engine.  And it’s not just employees tweeting or sharing company news in social media.  It’s about surfacing the amazing stories about the brand, …

The brand and comms business have become obsessed with messaging and information transmission, and need to remember that human beings are Semavores – who consume meaning. So, let’s ensure we derive and deliver meaning for our brands.