Category Archives : Strategy


Going Native 4

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The web has a complex human geography. While many people may hang out on the same website – like Facebook – they don’t necessarily all take part in the same social groups. They won’t even necessarily use the same names or identities in each social context.
When you’re conducting customer research or trying to drive new […]


You SHOULD Be Sick of Your Social Media 11

When you’ve finally got a tiger by the tail, it will be clear, won’t it? When you’ve finally found that world-changing message and you’re on a social media roll, hitting every note just right, sparking huge strings of comments every time you make an utterance, you’ll just know it, right? You’ll feel the rush. Your success will be obvious. Won’t it?

Sorry, but no.


Are You a Flash in the Pan? 7

Is your new widget or manual the next big thing? How long will that last? Then what? Dreaming ahead can be a great way to save yourself heartache and burnout. Visualize how your product can become an unending proposition, not a flash in the pan.


The Power of Endurance 3

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Whatever we do, one thing seems to trump all other virtues, in marketing as in other areas of life: endurance. Be it career-building, fighting for a cause that matters to you, or building lasting brand equity, if what you do can be sustained because it has levels and compartments left to be explored, then it […]


Attention is Expensive – Part I 5

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Blogging for your business is foundational to any online marketing effort.
But it’s not enough to drive the kind of broad-based, continual attention that’s necessary to drive business in a predictable fashion.
The web enables all businesses to run their own media channels. It’s possible for a single blog post to spread farther than a New York […]


Facebook Angst 1

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You knew it would happen. The day all your “cool” friends from back in the day discover Facebook and actually jump on board. Now what?
If you’re smart, you won’t become a different person or go back in time, but keep being true to whatever is right about you now and keep building on what is […]


Price leaves a brand only one leg left to stand on.

Stunt Vs. Vision 4

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Everyone has a trick. That correlates to views in social media often enough. Awesome. But where does it lead after the trick is done?
Some companies make a stunt into their vision by riding a commercial gimmick into the sunset and grabbing all the business they can along the way. Little Caesar’s tried that in the […]


Inception Marketing 4

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In Inception, the protagonists seek to use high technology to manipulate the subconscious minds of their targets by creating believable dreams.
Internet marketers lack the invasive and advanced ability to actually invade someone’s brain yet, but the film illustrates a basic concept of marketing as old as modern commerce itself.
The main subplot centers around a single, seemingly intractable […]


You're doing it wrong!

You’re Doing It Wrong! 17

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Sounds quite snarky, doesn’t it? It kind of makes you want to punch the “guru” right in the face, right? After all, how can anyone be so naive as to assume that they know every situation in which it would be “wrong” to do it this way or that? Only a complete simpleton would be […]