Posts tagged “Branding

Marketing: The Song Remains The Same.

Posted on March 26th, 2014

The more marketing changes, the more it stays the same. Or, as the Talking Heads would say, “same as it ever was.” Earlier this week, I gave a talk in an International Marketing class at Boston University’s Isenberg School of Management taught by former Reebok colleague + good friend, Pat Hambrick. Preparing for Monday morning’s class (MK 467 for those who sweat the details) by reading the syllabus (there’s a first time for everything)  I realized that I had taken the exact same class during my fun-filled stay at Villanova’s School Of Business over 25 years ago. Once I got over the bustle in my hedgerow about my age, it struck me that so much has changed in marketing over the past 25 years – yet…

Boston “Does” Consumer.

Posted on May 14th, 2013

Tribal wisdom about the Boston-area innovation economy is our inability to create and build consumer businesses. It’s time to debunk that myth. We have a massive local community and ecosystem that “does consumer” extremely well, creating beautiful products and experiences. Many of these companies are not active in the Boston innovation scene and are based in the suburbs (so fly under the radar). But many of them have been funded by local VC / PE firms, and purchase services from local B2B service firms. And more importantly, they employ thousands of residents, and pump billions into the local economy. While its a shame that Google, Facebook, Apple, Microsoft, Yahoo, Zynga, LinkedIn, Zappos’ and other dominant internet brands aren’t headquartered here, there are surprising amounts of…

Double Albums, Musky Grandmas & Fairytales.

Posted on May 8th, 2013

Communication Arts magazine has recently undergone a nip and tuck design makeover, including the addition of a new opinion column called Voices. Since they knew I had several inside my head (voices), they asked me to put one of them down on paper (opinions). We said sure. I didn’t set out to write about cat shit, Boo Berrys and weed, but lo and behold that’s where I ended up. All in the name of better branding, of course. View PDF Reprinted with permission by Communication Arts, ©2013 Coyne & Blanchard, Inc. All rights reserved. This first appeared in May/June 2013 issue. commarts.com

How to make sure your LinkedIn profile doesn’t suck.

Posted on May 2nd, 2013

There are over 200 million professionals on LinkedIn, with two new members joining every second. That means that in the time it has taken you to read these first two sentences, four new people joined, or six if you read really slowly. LinkedIn is not just your rolodex, it’s access to the rolodex of everyone you know (and everyone they know). It’s a direct pathway to almost anyone you want to do business with, and it’s often the first place people go to learn about you if they want to do business with you. It’s your resume, your business card and the front door to your company. In addition, LinkedIn is almost three times more effective at driving leads than either Facebook or Twitter.…

Everything is social, whether you like it or not.

Posted on March 5th, 2013

The ubiquity of social media and mobile technology has rendered everything we do, think, eat, wear, read, watch or itch a social event. Your lunch. The movie. The packaging. Customer service. That rash that won’t go away. Technology has shifted not only the ease of sharing, but also the norms. It has become instinct for most of us now to create a realtime narrative about minutia. The store is too cold. My waitress is hot. We are a culture of share-everything, which means social media can’t be kept in a box. You can’t control what is shared, anymore than you can control what is said. Social sharing happens whether you want it to or not. Whether you planned for it or not. Whether your…

Don’t Just Stand There, Bust a Move.

Posted on October 2nd, 2012

The massive success of 50 Cent, Kanye West and P Diddy should leave little doubt that rappers are some of the best marketers and businessmen on the planet. Decades before 50 Cent cleared 100 million off Vitamin Water, Run DMC made adidas relevant and revived the stalled career of Aerosmith while leveraging their fan base to crossover to the mainstream. And at the turn of the millennium, independently distributed white rappers like Aesop Rock, El-P and Slug rode the train tracks laid down by the Beastie Boys to re-invent hip-hop and the recording industry, and pocketed six figure incomes while owning 100% of their publishing rights. Jay-Z said it best, “I’m not a businessman, I’m a business … man.” Good advice comes from the…

Cut your own meat. It’s time agencies take
a seat at the adult table.

Posted on May 4th, 2012

Put down the crazy straw. Advertising agencies, design shops, branding firms and every incarnation in between have to stop blowing bubbles and realize where the real decisions are being made – at the adult table in the room next door. Everyone talks about the agency model being broken. Creative is commoditized, traditional media is dead, fee for service an endless circular game of more bodies and hours and scale. But what’s really broken is the pipeline to information. The intimate knowledge of why and how a client’s business works is lost on most agencies. The hundreds of small decisions from finance to sales to manufacturing in Shenzhen that weave the web of success and failure happen while the adults pass the veal scampi and…