Blog Elektroniker
By Tim Leberecht - December 20, 2009
A full-page ad in USA Today on Friday and in the New York Times today marks the next chapter of the never-ending “the conversation is your brand” saga. Trident, the chewing gum maker, bought the placements, and instead of using them to promote its latest product (Trident Layers) with the usual mix of emotionally resonant narrative, sharp copy, and persuasive imagery, it chose to feature select tweets about the product under the tagline “The people have Tweeted."
Blog Elektroniker
By Tim Leberecht - October 22, 2009
Upon the 20-year anniversary of the fall of the Berlin Wall, the city of Berlin has launched a remarkable “living” online memorial: the Berlin Twitter Wall.
Blog Elektroniker
By Tim Leberecht - July 30, 2009
After participating in frog's first Digital Brand Think Tank in Munich a couple of weeks ago (a lively discussion with 20 marketing executives from Audi, BMW, Google, Continental, and other top-tier brands), I must admit that I’m a bit tired of having to evangelize (or even justify) the value of brands using social media. It is astonishing to me that companies still ask for evidence when the tweet is on the wall. The event showed that there is a new Digital Divide that cuts straight through the ranks of the marketing industry – some executives get the Social Web, some don’t. No one has figured it out yet. Most would admit that they need to catch up and keep learning.
Blog Elektroniker
By Tim Leberecht - April 5, 2009
Sign of the times! Hat tip to @csaper for spotting Affluence.org – an exclusive online social network for the wealthy, "aimed at forming a socially conscious, elite, and exclusive community that helps wealthy, influential, and affluent people make life better for both themselves and others."
Blog Elektroniker
By Tim Leberecht - October 5, 2008
Interesting survey on the needs and challenges of global CMOs, conducted by the Economist Intelligence Unit.
One of the conclusions: "Leading marketing executives must move beyond traditional advertising, marketing and brand awareness to a more transformative role, driving innovation across the entire business."
You can download the full report (pdf) here: http://www.eiu.com/sponsor/Google/GlobalCMO
Blog Elektroniker
By Tim Leberecht - September 1, 2008
Blog Elektroniker
By Tim Leberecht - August 24, 2008
So the SMS went out to hundreds of thousands of Obama supporters. Not everyone got it at the same time (according to Textually.org, it took about 15 minutes for the bulk of the messages to get through the carriers' systems) or, in some cases, at all, but overall, the pre-announcement buzz (including some fake VP announcements -- "Michael Phelps!") was palpable and the word was spread.
