Steve Rubel, lifestreamer and VP-director of insights at Edelman Digital believes in brand-curated content, as his latest Ad Age piece shows. …digital curation — both automated and human-powered — will be the next big thing to shake the web. There’s an evergreen need for those who can separate art from junk online. However, in this [...]
What Can Brown Do For Me? Brown Can Curate My Business News, For Starters.
November 23, 2009 By Leave a Comment
Branded Utility Worth Paying For
October 1, 2009 By Leave a Comment
Kraft has long helped busy people plan their meals. Now, the foods giant is helping busy people with an iPhone and $.99 plan their meals. Ad Age spoke to Ed Kaczmarek, director of innovation-new services at Kraft Foods, about the brand’s decision to charge for their iPhone App. We look at iFood Assistant as a [...]
Nationwide Is On iPhone’s Side
May 14, 2009 By 1 Comment
The question for brand managers used to be “How creative can you make your advertising?” That’s not the question anymore. Now the question is “How creative can you get when providing the solutions customers want?” That’s a big change in focus. Wouldn’t you say? [via NE Creative]
Branded Utility Meet Transportation Infrastructure
March 25, 2009 By 2 Comments
KFC is filling more than hungry stomachs. The Colonel and his crew got started yesterday in their hometown of Louisville filling up potholes around the city. There are an estimated 350 such potholes in America–one for every man, woman and child. KFC also issued an open offer to mayors of cities nationwide, asking them to [...]
Live from SXSW c/o BlogTalkRadio and PepsiCo
March 16, 2009 By Leave a Comment
BlogTalkRadio and PepsiCo are teaming up to bring those of us not in Austin this week (or those too hung over to make it to a panel) some of the proceedings. Pepsi marketing execs are also blogging the conference. And the brand is providing PepsiCoZeitgeist, a Twitter visualizer. John Bell of Ogilvy notes, “while other [...]
A Textbook “Marketing As Service” Example
March 6, 2009 By Leave a Comment
SPAR, founded in the Netherlands in 1932, is the world’s largest international food retail chain with nearly 16,000 stores in 34 countries. According to JWT’s AnxietyIndex*, SPAR supermarkets in Prague have launched a special online tool to help consumers deal with the economic crisis. Consumers can print a new discount shopping voucher every day. They [...]
Let’s Use Words To Describe What We Mean
January 12, 2009 By 2 Comments
Bob Gilbreath, Bridge Worldwide’s Chief Marketing Strategist, is a big fan of “Marketing With Meaning” (the concept, and the actual words). I’m thrilled that Supe and Schmidtt (from Razorfish) align on the use of the word “meaningful” to describe the concept that we are dedicated to promoting. We sometimes find that the word only conjures [...]
To Do In 2009: Launch a Successful Mobile Marketing Program
January 7, 2009 By Leave a Comment
Mobile is freaking HUGE right now. So is lifestyle content and branded utility. According to Ad Age, the three are, in fact, dating. In the past month alone brands like Kraft, Nike, Gap, REI and Friskies have built mobile applications that offer their customers something of value. REI, for one, is offering snow reports to [...]
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