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• Confessions On A Keynote
• 10 days ago
• Finally, there's a video excerpt of my keynote speech for Forrester's Marketing Forum in Los Angeles (April 8-9, 2008). The theme of the entire conference was based on my report, Marketing's New Key Metric: Engagement. I was the opening keynote on the first day of the conference. The title of my speech was Engagement: A New Approach To Understanding Your Customers.
  
  
  It was prett ...

• Questioning Brand Omnipotence
• 58 days ago
• Every good marketing school will teach you to value the brand. But when do you let go of a brand rather than force it into an identity that just isn't true to it's personality? I've seen more and more brands of yesteryear try to reposition themselves -- with little success. Take Oldsmobile for example. The heritage of this brand spans back 111 years. Founded by Ransom E. Olds in 1897, it was acqui ...

• Is The Campaign Dead?
• 71 days ago
• Marketing is too short term. People demand more control over their interactions (with each other, with brands, and with media), and for the most part they get what they ask for. But to effectively engage people, especially in an environment socially charged by technology, the only way companies can realistically communicate with individuals is to do so over a longer time frame. But that significan ...

• Automated Ethnography
• 73 days ago
• Having past experience with ethnographic research, I certainly can attest to the unbelievable value you get from observing people. I'm shocked more companies don't do more of this, but I guess everyone is still bogged down in quantitative data. The problem is, quantitative data tells you 'what' is happening (assuming that you ask the right questions or know what to look for), but what it doesn't d ...

• Disruption Looms For Financial Services
• 80 days ago
• We've seen the music industry suffer at the business end of disruptive services like P2P file sharing and the shattering of a business model at the hands of Apple's superior media experience and ecosystem. And, Apple recently took the mobile phone experience and turned it on it's head, leaving the device manufacturers left scratching their heads and the carriers' panties in a wod. The travel indus ...