December 29, 2016
Video is eating the world. The rise of video consumption on social and mobile platforms in 2016 is staggering. More video gets created in 30 days than all the TV channels have created in 30 years. Even Facebook expects to be a video only platform in 5 years!
Not having a video marketing strategy for 2017 is like not having a smartphone strategy in 2008 or not having a web strategy in 2000. A CEO can wait but fall behind his competitors and play catch up over several years.
August 29, 2016
At the beginning of the 20th century, two initiatives were conceived as marketing devices – one to sell more “Tyre”, the other to sell more “Newspaper”. 100 years later, both have grown to become powerful brands in their own right. Today we know them as Michelin Guides (b. 1900) and the Tour de France (b. 1903).
At a time when there was no such thing as TV, brands could not buy mass attention, so they had to earn it, from scratch, by creating world-famous brand properties.
In an age of super-saturated communication, perhaps we need to start thinking less about brand narrative and more about brand drama. It’s not enough to do great story-telling anymore. It’s not enough to ask “what is our brand saying?”.
August 1, 2016
Most brands use social media as an extension of their print and TV strategy. Companies are pouring in Huge Monies into social marketing and are wondering – where is the ROI? As engagement is low, reach is low and every post needs more $$$ to promote.