B2B Lessons from two jingles.

July 26, 2012

Recently I’ve had two unwanted visitors take up lodging in my brain.  The first is a jingle that may be one of the most annoying creations in the history of television advertising.  The second is not as purely irritating in terms of its melody or delivery, but it’s so wrong, on so many other levels, [...]

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Can everything be measured?

July 9, 2012

Can everything be measured?   This is the title of a recent post by Ross Graber, the research director for marketing operations strategies at SiriusDecisions, a firm that I admire enormously.  In his post he states that if marketers define goals for programs, they can measure whether the programs have in fact achieved the goals.  I agree [...]

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Hello again, world.

July 6, 2012

As the new kid on the Elastic Brands block, it’s probably appropriate for me to kick off our Elastic Brands Blog, 2.0.  First – a little about me:  I’m recent immigrant from the corporate world and I’ve been plying the marketing trade for, well…a long time.  Complete details of my checkered past can be found [...]

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#signal2noise and the Flea Market of Content

March 22, 2011

I have a high school reunion coming up, so I’m paying more attention to, and spending more time on, my health and fitness.  My workload has been (thankfully) significant, and as a result the pressure on my time is at record highs. I try to remain abreast.  No high school humor intended.  I have for [...]

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I guess Twitter thinks it is Microsoft ca. 1995, or Apple ca. any time since 1976?

March 21, 2011

Twitter’s Black Friday Signals an Exit StrategyI don’t vouch for the quality of twitip’s analysis, but it certainly seems plausible to me. In sum, @nealwiser believes that Twitter, having announced intentions to bar third-party Twitter clients (such as Tweetdeck and Seesmic, which I and squillions of others use daily, is on a path to shore [...]

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Coca Cola and Pepsi Logo

March 16, 2011

Coca Cola and Pepsi Logo Originally uploaded by Stefan M Nilsson This is slightly manipulative, since Coke has played lots of games with its logos as well, but the point is great at least at a branding 101 level. I like this definition of a brand: “an enduring promise of value.” This infographic clearly illustrates [...]

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One Sure-Fire Way to Seize Upon Buyer Uncertainty

October 29, 2010

Are you a marketer in a small technology company?  It’s been hard work being a smaller vendor in a competitive market space these past few years, eh? In more robust economic times, small company agility can be a valuable marketing tool: “We can deliver new features faster than larger, more sluggish vendors.”  But as sales [...]

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Fall of 2010: How High Will Marketing Rebound?

September 24, 2010

Here we are in the first few days of autumn, 2010. Facebook’s Mark Zuckerberg is running as far and fast from The Social Network as he can, and counteracting all of this imminent negative buzz with a gift of 100 million goal units (par value, $1) to Newark, New Jersey schools. I called it “Tulip [...]

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Where Do the Smitherenes of Web Dust Settle?

September 7, 2010

I was reading an interesting post on PR[squared] about the usefulness of the web, web apps, iPhone and Android apps, and so on.  A key data point came from Pinch Media , citing the extremely short half-life of most downloaded smartphone apps. Usage of free applications drops to less than 5% in less than 30 [...]

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A Loner? Loving It?

September 7, 2010

As I’ve often written here, I’ve been fortunate as an independent consultant.  I have been kept both busy and challenged throughout the “interesting times,” in the Chinese sense, of the last two years. Along the way, I made the decision that I wanted to remain independent  — alone.  I don’t want to build another marketing [...]

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