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Monthly Archives: October 2011
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The hero of the modern brand story is no longer the brand
Email and social marketing, Key to communities, Marketing and branding, Storytelling and marketing
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Before I went on my digression about Steve Jobs and his untimely passing, I was writing a series of entries featuring Dunkin’ Donuts and their innovative use of e-marketing promotions. Let’s look at some of the lessons we can learn from this company’s use of social media. Branding is changing in some fundamental ways: Brands no longer shape people’s ideas. The days when companies could tell end users what to believe through creative TV ads are long gone. Increasingly, modern consumers are influenced by the comments of Facebook friends, by blogs or by online chatter, far more than by any messages they might be hearing from companies. More and more … Continue reading
My reflections on Steve Jobs
This week was again full of travel for me, including an interesting visit to London to make a speech at the remarkable Soho Hotel for the UK Direct Marketing Association. Again, the question of Steve Jobs still seemed to be on people’s minds, so I thought I would write a little more about him here. In fact, with the continuing questions from my audiences, I began wondering why this man seemed to have such an impact on so many people who never knew him. Why did his story touch us so deeply? When I reflected on this question, I found three overriding reasons. First, Steve Jobs was more than a … Continue reading
Thoughts on the passing of Steve Jobs
This week was busy one for travel, with speeches and book signings at a variety of venues in Brussels, Paris, London and Switzerland. Again, I was truly delighted to see the enthusiasm of the attendees for my message about how brands, organizations and individuals can learn to use storytelling more effectively in their communication. But, I am not going to write today about me or about these conferences. Rather, I was struck by the fact that people seemed to have Steve Jobs and his recent passing on their minds. They wanted to know: What happens to Apple now? How can they continue his work? What should be their new story? … Continue reading
Give your fans a sense of belonging. Turn them into heroes
Key to communities, Storytelling and marketing
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We ended the last post with the concept of putting the consumer at the center of the action, and turning fans into brand advocates. Dunkin’ Donuts gets a lot of mileage out of its fan community because it finds ways to engage them actively in the brand conversation. Why is this so important? Fans who engage actively in your brand conversation are the ones who will promote you. They are the customers you can enlist to find and win new customers. By leveraging their involvement, we tap into the true power of Internet marketing. When I was doing research for my latest book, Email, social marketing and the art of … Continue reading
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