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 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.
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.
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 11, 2010
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.
February 10, 2010
Social media simply lends more focus and immediacy to the need for Depth On Demand™ because it reveals the influence in the marketplace itself.
February 1, 2010
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 device constantly in the possesstion of every consumer,” he said. “Instead of counting clicks, look at engagement metrics to measure how you’re doing in the… [Read more…]
January 20, 2010
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.
March 23, 2011
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