Marketers are remembering this year’s Super Bowl as the one where a power outage created an unprecedented, awkward silence that some big brands capitalized on with real-time marketing response teams. Coca-Cola, Audi, Oreo and others augmented their packaged creative with on-the-fly content publishing and social media outreach.… Read the rest
Category Archives: Management & Leadership
When Everyone Claims Credit For The Success
Marketing communications people are inherently good at promoting things, including their work and themselves. They’re seldom shy to claim more than their fair share of credit when things go well.
Even a loose association to success — without overt claim — creates an aura of self-attribution.… Read the rest
Are Insights Cheap Commodities? You Bet!
An insightful friend described a growing challenge with insights in the marketing services industry. He suggested I probe the issue, so here goes…
True marketing insights have always been valued at a premium. With an explosion of raw marketing data (noise) and growing competitive pressures, the value of insights has rightly increased.… Read the rest
Should CMOs Outsource Social Media?
Nike is moving its social media operations in-house, away from several blue-chip digital and branding agencies.
According to Marketing Week, Nike aims to “gain a deeper understanding” of how its consumers interact with the brand on its owned social networks and third-party platforms like Facebook.… Read the rest
Magellan’s Terrifying Voyage Around The World
As I’ve said many times, maritime nonfiction satisfies my craving for a time when men were really men – not softies like most men today, with their smart phones, tablet computers, paper cuts, cubicles, facial lotions and pedicures. Maritime nonfiction, particularly stories of the great explorers, provide far more compelling lessons on leadership and self-actualization than any contemporary business or psychology books.… Read the rest