We are increasingly executing campaigns that leverage owned media and paid owned media as well as earned media. Companies recognize that all three channels have a place in brand building. Plus, publications are willing to blur the line when it comes to journalism and sponsored content to increase the value of the paid stuff. Such …more
What is the longest-running sponsored content (sales promotion) in the history of marketing? I’ll give you a hint. The Jewish holiday of Passover kicked off last night. And the answer is … Maxwell House which has produced the Haggadah — the text that walks everyone through the Passover story and Seder ceremony — for roughly …more
What do you remember about the 2013 Super Bowl? Unless you’re a fan of the Baltimore Ravens or the San Francisco 49ers, your overriding memory is the blackout, when someone pulled the plug at the Superdome for 34 minutes. And if you work under the marketing umbrella, you admired the nimbleness of Oreo Cookie to …more
How do you interview a celebrity who has passed away? The San Francisco Giants and star pitcher in his day Tim Lincecum shows the way. I’ve always admired the marketing efforts from the San Francisco Giants acknowledging that some might miss the mark. If you live in the Bay Area and follow the Giants, you’ll …more
It doesn’t matter whether you sell pizza, cars or solid state memory chips, every company grapples with the question: why should the customer buy me over competitors? Few companies try to compete on price, and even those that do are careful in how they play the low-price card. The next time you’re at Costco or …more
