CAN BRANDS BE “TOO SOCIAL”?

POSITION: DEFINILTELY

It’s an interesting question. Before answering, I actually went to the Oxford English Dictionary for a proper definition of what has become a ubiquitous and multifaceted term. The definition that seemed most apropos these days:
Marked or characterized by friendliness, geniality, or companionship with others; enjoyed, taken, carried out, etc., in the company of others.
Against [...]

‘Sex and the City 2′ Not #1? What That Says About Brand Building

I’m not going to lie – I called this one wrong.  I would have bet money that despite the absolutely awful reviews it received, Sex and the City 2 would not only be the #1 movie in its opening weekend, but it would leave all of its competitors in the dust.  It should have been [...]

5 things I see on Tweetdeck that just piss me off

Like many people, I keep Tweetdeck on in the background while I work, and occasionally glance at it to see if anything interesting happens to pop-up.   Aside from Friends, Mentions and DMs, I have columns for #marketing and #branding viewable, and over the past few months I’ve noticed certain recurring trends in these topics that [...]

WHAT SHOULD BRAND PERSONALITY REFLECT: COMPANY EXECS OR THE TARGET MARKET?

This answer isn’t clear-cut. For brand developers, it’s an issue can be tricky, because the truth is that the brand personality needs to take many variables into consideration. On the one hand, because the personality of a brand is the key to creating an emotional connection with the audience, it would [...]

5 Core Reasons Consumers Stay Loyal

One of my favorite jokes has to do with the power of loyalty:
Q. How do you know that a dog is man’s best friend?
A. Lock your wife and your dog in the trunk of your car. Let them out an hour later and see which of them is still happy to see you.
Loyalty is one [...]

FAN PAGES: CREATING TANGIBLE LOYALTY

As I was flying down to Dallas for a meeting earlier this week, I was half-heartedly flipping through the US Airway’s in-flight magazine when a short but interesting article caught my eye.  It was a reprint of an article from the Harvard Business Review, about whether or not social networking can actually show any measurable [...]

IS SOCIAL NETWORKING MORE ABOUT NETWORKING OR MARKETING?

POSITION: NETWORKING

In the November 9, 2009 issues of DM News, there’s an announcement that Email Data Source is launching a new tool that will enable marketers to measure Twitter’s impact on the traditional brand marketing perspectives of reach, frequency and effectiveness.  According to the article, the new tool will grab the brass ring, the coveted [...]

DOES “PERSONAL BRANDING” DESERVE ALL ITS HYPE? (ROUND 2)

POSITION: ABSOLUTELY!

I’d say an unequivocal yes to that question with the proviso that it’s an authentic representation of you. Having a personal brand is very important, particularly in these challenging times, when we all need to be able to distinguish ourselves from the crowd.
 
Whether you know it or not, you have a personal brand, [...]

TO BE SOCIAL MEDIA EXPERTS, MUST AGENCIES PRACTICE WHAT THEY PREACH?

POSITION: NOT NECESSARILY

Chances are you’ve never seen a TV commercial for an advertising agency, because ad agencies don’t use that medium to promote themselves. It’s not the most effective way for them to reach their target market. But that hasn’t prevented millions of brands from trusting agencies to develop effective TV spots.
Same is [...]

MICRO DEBATES: POLITICAL WRITERS WANTED TO JOIN THE DEBATE TEAM

Perspectives is excited to expand our “200 Word Micro Debates” into the political arena!

For nearly a year, the Perspectives site has focused on business and marketing issues, building up a strong following of loyal readers.  Now it’s time to broaden our focus, and host debates where they matter most: politics.
Each 200 Word Micro Debate spotlights [...]

Next Page »