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 — Continue reading
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.
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.
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.
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 Continue reading
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.
Pull consumers toward the brand through the Consumer Decision Journey. Pushing messages from the brand can’t work now that consumers experience the world through the digital media cloud.
Social media simply lends more focus and immediacy to the need for Depth On Demand™ because it reveals the influence in the marketplace itself.
At the recent NATPE conference in Las Vegas, I appeared on a panel hosted by John Heinsen of Bunnygraph Entertainment. Here’s part of what I said: “Mobile is the enabling Continue reading
The recent Motorola report noted by eMarketer shows that shoppers are using mobile devices in stores. This is another indication that Depth On Demand™ is taking shape rapidly as consumers across the three generational segments – Boomer, X and Y – adopt digital devices and media.