by admin | Dec 4, 2013 | Brand strategy, Communication strategy
The rate of technological and cultural change is astounding. The first text message was only 21 years ago. Due to cellphone usage, the government and phone companies are currently negotiating how to eliminate the use of the near obsolete copper phone and switching system. Google is only 15, Facebook will turn 10 in 2014 and Twitter has only been around 7 years. Read...
by admin | Dec 4, 2013 | Communication strategy, Concept development, Innovation
The recent discussion about “why we no longer need human resources” obscures the larger issue. The familiar arguments against HR criticize the name (human “resources” equates people with widgets), complain about the inconvenient layer of process-oriented details, and stereotype HR professionals as drones. It’s all a setup for the well-worn accusation, “What value does HR provide?” The answer: HR provides what the CEO wants provided. Read...
by admin | Dec 3, 2013 | Communication development/evaluation, Communication strategy, Market dynamics
Search engine optimization–the canny use of keywords and other techniques designed to shoot a website to the top of a search–is the make-or-break factor for many new businesses. Read...
by admin | Dec 3, 2013 | Brand identity, Brand strategy, Brand targeting & positioning
The conventional wisdom at business school is stick with what you know. Of the top 20 brands in the world, 19 ply a well-defined trade. Coca-Cola specializes in soft drinks, Microsoft in computers, Nike in sports shoes and gear. The exception in this list is Virgin — and the fact that we’re worth several billion dollars really bothers people who believe that they know “the rules of business” (whatever they are). We’re the only one of the top 20 that has diversified into a range of business activities, including airlines, trains, vacations, mobile phones, media, the Internet, financial services and health care. Read...
by admin | Dec 2, 2013 | Brand identity
Since the start of modern advertising in the late 1800’s, the method of persuasion has been at the core of all commercially communicated messages. The evolved marketing landscape and a technologically advanced society have made a significant impact on how people are persuaded by brands today. Once persuaded only by rational factors invoked by advertisers, today people are persuaded emotionally through immersive marketing that employs consumer behavior modification. Read...
