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.
September 1, 2010
Now that we can all agree advertising is “in the content business” now, let’s look at content. How do we know that some form or forms of content will perform better than others? This is especially difficult for content that supports brands. We need planning tools and methods for creating content – brand stories, article… [Read more…]
June 16, 2010
What San Francisco-based agency Odopod calls utility marketing, I call branding applications. To me, there are only two forms of persuasive content -- branded (narrative) content and branding (utiltiy) applications.
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…]
March 23, 2011
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