By Brooklynn Loiselle, Account Coordinator If you were offered one golden egg or 100 normal eggs, which would you take? While having 100 eggs may provide you with plenty of meals, you’ll likely pick the golden egg because unlike the typical egg, which most people have, a golden egg is rare and valuable. We hear …more
Apple’s recent product introductions generated the expected media hoopla. I think the only publication that did not write about Apple’s announcement was “Miniature Donkey Talk Magazine” (yes, it exists). Apple under Steve Jobs essentially invented the show-biz event for introducing tech products. They know how to do this better than any company on the planet. …more
Previous posts have discussed the use of communications to send a message to a very specific group, sometimes even an audience of one. For example, Intel decided to serve notice that those infringing on its x86 intellectual property will face consequences. Not wanting to come across as heavy-handed to consumers — this shot across the bow …more
Owned media has come a long way since serving as the platform of choice to highlight the availability of vegan options at the corporate café. Google’s decision to communicate its exit from the China market was a turning point. When Google published a blog post with the no-frills headline, “A New Approach to China,” on …more
Communicators have picked up the thought leadership religion. With demand for product news similar to Vote-Hillary T-shirts, many have figured out that thought leadership can bring salvation, a door opener to media coverage.Yet, for all the talk about thought leadership, there can be a huge gap between the theory and what happens on the execution …more
When Tim Cook took the reins of Apple after Steve Jobs passed away, I suggested that replacing the narrative cultivated by Mr. Jobs would be tougher than the product roadmap. More than understanding the classic arc and how to tease out drama in the Apple story, The tougher it was to know what was going …more
