The New Generic
In marketing, loyalty is everything. Loyalty turns consumers into repeat customers, brand ambassadors and lifelong patrons—all things a brand needs to stay on top for the long haul. But in the...
View ArticleIs the future hyper or mindful?
Chances are if you’ve stayed at a hotel lately, you’ve seen that suddenly ubiquitous little sign: “Dear Guest, Every day millions of gallons of water are used to wash towels that are only used once....
View ArticleThe Never-Ending Media Ride
Trend #1: Off the grid. Niche social media for specialized audiences. Facebook, LinkedIn and Twitter have the most users but don’t always have the right users, the specialized audience that wants a...
View ArticleMeasuring Social’s Success
Let’s be honest. The reason marketing departments exist is to support sales.That doesn’t mean every marketing campaign needs to drive in more revenue than it costs—but ideally, it would. Measuring the...
View ArticleHolding Back
Insufficient resources. That’s the excuse 70 percent of B2B companies give to explain their dormant social media presence. And it is an excuse. More than half of companies surveyed in BtoB magazine’s...
View ArticleA La Mode
Watch a model strut down the runway in a feathered parrot dress with a matching headpiece, and you might think the fashion world is a little crazy. Or maybe you say to yourself: “There’s my new look!”...
View ArticleAre You Corroding Your Brand?
Sometimes marketing feels like treading water. Your job is to keep the brand bobbing along, and when the latest trend rolls in, you have to decide whether to ride the wave or keep paddling until...
View ArticleMake Mine Mobile
Five years ago Rick Breslin, CEO and co-founder of the wine app Hello Vino, was running a small Web agency, Drive Thru Interactive, for wineries in Modesto, Calif. Based on what he learned from his...
View ArticleAn Indie Artist Finds His Audience … and Finds it Again
Singer/songwriter Chris Otepka isn’t a household name. But he’s been making a consistent living with his guitar and microphone for more than a decade. From his first band, Troubled Hubble, and now...
View ArticleBrand Reinvention: Interview with Joe Jackman
Can your brand be brought back from death's door? Joe Jackman on strategic brand turnaround. Continue reading →
View ArticleThe Power of Purpose
Consumers are sick of all the shouting. They’ve put in their ear buds and stopped listening to what companies have to say. But they haven’t stopped shopping. Now, they’re turning to friends, family...
View ArticleThe Power of Partnerships
Cause marketing is good for business- and a great way to build a better world. See how your business's support can help nonprofits help others. Continue reading →
View ArticleBrand Building: Interview with Walgreens CMO Graham Atkinson Part 2
Graham Atkinson joined Walgreens three years ago and took over as CMO in 2012. Job No. 1 was brand building– transforming the Walgreens brand, a 112-year-old household name that had outlived the...
View ArticleCustom Content Creation as a Cure-All
Content reigns, but for how long? For Royal Caribbean content isn’t just a buzzword; it’s a business driver. Something stinks in the cruise industry. Literally, thanks to Carnival Cruise Lines’...
View ArticleBrand Building: Interview with Walgreens CMO Graham Atkinson
Graham Atkinson joined Walgreens three years ago and took over as CMO in 2012. Job No. 1 was brand building– transforming the Walgreens brand, a 112-year-old household name that had outlived the...
View ArticleMarketing Message: Building a Content Ecosystem
Your brand’s content strategy, if it’s robust, encompasses a variety of content types: social posts, print pieces, videos. Combined and distributed through various channels, they begin to create a...
View Article