Blog Elektroniker
By Tim Leberecht - May 13, 2010
Now this is just brilliant. Adobe has found the only possible way to respond to the lack of love it is getting from Apple – EVEN MORE LOVE.
Blog Elektroniker
By Tim Leberecht - November 15, 2009
If you only see one slide show about the State of the Internet in 2009, "Digital Strangelove (or How I Learned To Stop Worrying And Love The Internet)" by David Gillespie, an Account Director at Maclaren McCann, Toronto, is a good choice: a mesmerizing 256 slide manifesto on the Intention Economy with Data (as the bank) and Meaning (as the currency).
Blog Elektroniker
By Tim Leberecht - November 1, 2009
Forrester is about to release a new report on “Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age,” in which it proposes replacing “brand managers” with “brand advocates.” Advertising Age provides a sneak peek at the ‘new 4 Ps of Marketing’ presented in the report: permission, proximity, perception, and participation. Other core elements include: “embracing an expanded role for consumer intelligence, focusing on strategic brand platforms, and empowering a federated organization."
Blog Elektroniker
By Tim Leberecht - September 30, 2009
It was just a matter of time: “With brands turning into curators of conversations about them and brand value increasingly determined by the value of aggregated content, third parties might be inspired to hijack these very brands by offering curated conversations on their behalf,” I wrote in early July.
And now Seth Godin and BzzAgent have done exactly this. The marketing guru and the marketing agency have launched a portal that aggregates conversations about brands and presents them in a unified public-facing dashboard that gives brands the chance to lead the discussion. Brands in Public translates the Get Satisfaction business model (a portal for public-facing aggregated customer support) into the broader realm of brand management. It aggregates the aggregation, if you will, and centralizes what Modernista, Skittles, and Crispin Porter Bogusky did on their own sites.
Blog Elektroniker
By Tim Leberecht - July 4, 2009
Modernista did it. Skittles did it. And now the world’s hottest advertising firm, Crispin Porter + Bogusky (CPB), has done it, too: the NY outfit has re-launched its corporate web site as a conversational social hub that curates what is being said about CPB rather than staging what CPB has to say. Some may scoff at this move and denigrate it as “sooooo six months ago,” but I agree with Paul Isakson when he heralds the influence of the new CPB site on the rest of the industry as potentially paradigm-shifting.
Blog Elektroniker
By Tim Leberecht - June 28, 2009
Several blog posts this week, combined, pinpoint what are arguably the two most influential trajectories for the impact of communication technologies on business these days: from real-time web to real-time business, and from social media to social business design.
Blog Elektroniker
By Tim Leberecht - June 7, 2009
There seem to be three (non-mutually exclusive) models for marketers tasked with building brand equity: marketing scarcity, marketing artificial scarcity, or marketing relevance.
Blog Emma and the City
By Emma Zhu - June 2, 2009
A big part I love about the City is its magnetic nature of attracting different kinds of talents and hosting an open stage to stimulate new insights out of a diverse community.
Yesterday and today I spent a fair amount of time at the Hudson Theatre attending Conversational Marketing Summit, which is a part of the Internet Week saluting New York's thriving Internet industry. As the media industry plays such a strategic role in the city, the Internet Week here has an inherent focus on how to use technology and internet to reach and engage audience in the new media arena.
The two-day summit was mainly comprised of 15-minute case studies, which made the whole conference fruitful and efficient. With exponentially growing user base and user-initiated activities, conversational marketing is gaining more and more popularity among a myriad of entrepreneurs and marketers. Just think for one second about Elieen Naughton's statement: Youtube could be the third largest country in population if it were a country. Not to mention another fact: 51% of registered citizens go to this 'country' weekly or more often.
Tim Leberecht - May 14, 2009
Blog Elektroniker
By Tim Leberecht - May 13, 2009
I'm still processing the many great insights from the next09 conference in Hamburg, one of Europe's leading digital/creative/marketing forums. This year's theme was "Share Economy," and the 1,300 attendees consisted of European VCs and angel investors, web 2.0 entrepreneurs, media, creative agencies, and execs from German corporations (from BMW to Deutsche Bank to Deutsche Telekom).
