Interview with Jonathan Salem Baskin – author, blogger & speaker on branding

Dialogue with Jonathan Baskin on global brand challenges Here is a Boxing Day interview with Jonathan Salem Baskin, global brand strategist and reputed author, blogger and speaker on branding.  Specifically, Jonathan is author of "Branding Only Works on Cattle" (2009) as well as "Bright Lights & Dim Bulb" (updated for 2010) and "Histories of Social…

Looking back at 2011, what happened?

Imagine this, it is the end of 2011 and we should take a look back at what occurred during the year. From geopolitics to the digital space, here is a retrospective on the year that hasn’t yet started. What happens after Prince William’s wedding, Facebook is finally bought out, Community Managers are forced to evolve, Customer Service Managers are in, and more…

The Beta Myndset – Launch & Iterate

One of the most revolutionary marketing tools to come to the surface recently is the beta launch. Essentially, a product is “pre-launched” as a beta version and, as a consequence, errors are to be anticipated and feedback is openly accepted. It is a great tactic, borne of the software industry (mentality), which carries with it no deadline. A product can remain in beta phase eternally.

I believe there is something to be learned for all companies. Taking a page out of Google’s strategy, it is all about launch and iterate. Launch, learn & improve. In this vein, I would like to suggest that companies learn to adopt the beta myndset.

Need a coach for your brand ? – Part 3 : After the Personal Branding, Brand Coaching ?

Today, existing on the web is a real business challenge. With the endless flow of information and the multiplication of screens and sources, being visible on the web has become a vital issue : brands must adapt. Some have been able to do so ; however, most do not know how to tackle the issue. To accompany brands in this process, the proposal of a new service: Brand Coaching. Part 3 of a 3 part article: The new marketing model (5 Es) and the role a Brand Coach can play in accompanying a company.

Need a coach for your brand ? – Part 2 : DNA, Identity, Reputation: The brand as an obvious “social” landmark ?

Today, existing on the web is a real business challenge. With the endless flow of information and the multiplication of screens and sources, being visible on the web has become a vital issue : brands must adapt. Some have been able to do so ; however, most do not know how to tackle the issue. To accompany brands in this process, the proposal of a new service: Brand Coaching. Part 2 of a 3 part article: The brand as a social landmark? Taking the brand down to the granular level of social marketing.

Need a coach for your brand ? – Part 1 : Why is the brand a key success factor on the web ?

Today, existing on the web is a real business challenge. With the endless flow of information and the multiplication of screens and sources, being visible on the web has become a vital issue : brands must adapt. Some have been able to do so ; however, most do not know how to tackle the issue. To accompany brands in this process, the proposal of a new service: Brand Coaching. Part 1 of a 3 part article: Leveraging the strength of a brand on the web.

3 rules of real estate and 3 rules of modern day marketing

If we all know the 3 rules of real estate, what are the 3 rules for marketing in the Internet era? You can sometimes here someone giving out the moniker of the 3 rules of marketing: content, content, content. While I am BIG on content, I would not be inclined to be so absolutely categorical. I believe that the 3 “rules” or principles have been evolving, making them less statutory rules and more a WIP. Here is what I think of the evolution of the 3 rules of modern day marketing.

Calvin & Hobbes – Vying to penetrate millions of homes!

Here is Calvin & Hobbes (by Bill Waterson) from the Herald Tribune on Monday (4/10/2010). Not that I frequently read the cartoons, but I can’t help but read about the mischievous Calvin. Almost as good a bet as reading Fred Bassett. Anyway, here is a beautiful cartoon for old the old marketers. Brands that behave like Calvin ought to get a spanking. Of course, if Calvin were able to provide a personalized, pertinent programming for his indulgent household, that might be another story!

What’s new? What News and Marketing too often have in common!

Today, we see that marketing and media, in general, have undergone a tidal wave as we move toward true pull (undertow?) marketing, community-based, meaningful relationship building, fighting for share of mind and Facebook “likes” on a myriad of distribution platforms. Under the wave, to a certain degree, the old fashioned marketing tools and old school mainstream media channels have taken a real washing. Everyone is still focused on what’s NEW and what’s NEWS. But what about deeper reasoning, long term growth and relationship building. Turning a Friend’s like into a Fan’s love!