Advertising is the distribution of persuasive content assets (aka “social objects”) into the conversation cloud along the Consumer Decision Journey in order to influence brand affiliations and purchase decisions.
May 15, 2010
Digital requires more personnel while commanding much lower fees than traditional advertising services.
May 13, 2010
We’re all in the content business now. I’ve heard that called from the mountain top for much of the past decade. But the difference between the advertising/marketing business and Hollywood is that our content must be persuasive or we fail. From Pixar to Lion’s Gate, Hollywood content creators’ goal is to make you laugh, cry… [Read more…]
May 12, 2010
As long as clients buy agency services based on specialized disciplines, agencies need to lead the convergence by "shaping the white space" between those disciplines as they inevitably converge.
April 6, 2010
Agencies advise brand management executives to find the one, simple, memorable brand-building idea and stick with it. They use a spider chart to demonstrate how to distribute the message across media channels and marketing disciplines. But it’s a media-centered, channel-specific approach. And for some categories it still works; by which I mean it moves the… [Read more…]
January 15, 2010
The Blu Dot Real Good Experiment is an example of non-fiction storytelling to spur consumer awareness, activation and advocacy as an example of Depth On Demand™.
March 23, 2011
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