Randall Cunningham should be in the NFL hall of fame. He was among the first African-American NFL quarterbacks to be given the starting role on a major market team — the Philadelphia Eagles. At the time, the Eagles sucked. They’d lost a Superbowl, badly, and rebounded into the cellar. Along came Cunningham. He passed with… [Read more…]
March 23, 2011
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.
June 8, 2010
How Consumers Interact with Brands on Social Networks – eMarketer. People do what is easy and effective. I’ve called it “enlightened self interest.” Pushed too far, self interest becomes selfishness. But when we’re looking for a product to solve a problem or salve a discomfort, we just want something good. How we go about finding… [Read more…]
May 16, 2010
Notes on the Consumer Decision Journey and how channel planning is being supplanted by convergence planning that includes context planning, brand planning and content strategy.
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…]
February 28, 2010
“We believe that there is a Jimi Hendrix fan out there at 99 cents and at $9 and at $20 — all the way across the spectrum,” Mr. Block said. “We want to make each fan an appropriate offering. Is the complete Jimi Hendrix on vinyl something every music fan would want? Absolutely not. Would… [Read more…]
February 23, 2010
Consider the Consumer Decision Journey as defined by McKinsey. It shows that purchase behavior doesn’t happen in a funnel. We need a model that reflects how consumers inhabit and experience the world itself. That’s why the CDJ is a cycle. Certain life events act as triggers that inspire a person to seek out goods or… [Read more…]
February 11, 2010
http://www.emarketer.com/mobile/article_m.aspx?R=1007486 The premise that underscores Depth On Demand is consumers craze engagement. We want more information. We want to be entertained. We want to be wooed. But we are not willing to jump through your hoops to get what we want. The empowerment that consumers now enjoy does not diminish our desire to make purchases… [Read more…]
March 23, 2011
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