Strategy without tactics is the slowest route to victory, and tactics without strategy is the noise before defeat. In today's increasingly complex environment, marketers are inundated with a great deal of hype and are often prone to action over formulating a clear direction for their brand. Many marketers are investing in “experimentation” without thinking through how initiatives big and small link back to a holistic strategy for brand differentiation. “Beyond the Brief” is about providing perspectives on the big questions marketers are wrestling with and how a more holistic view leads to better investments and faster competitive response over the long-term.
By Anna Banks Thursday, Jan. 19, 2012 Enabled by the multi-faceted capabilities of the tablet, mobile is poised to revolutionize the classroom in the near term. But with its new skill sets and…
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Our new Executive Director of Mobile , Rachel Pasqua was interviewed this week by Chantal Tode of Mobile Marketer. See article below: By Chantal Tode January 19, 2012 Without a strong mobile…
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CRM as a term has been hijacked to infer that mass contact via mail was about building relationships, rather than just seeking a sub-1% response rate for upsell and cross-sell. For reasons of…
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Given the proliferation of online video, it’s a safe bet your target consumers are on YouTube, and that your brand is there already in some form. But too many brand channels are half-baked or…
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It strikes as somewhat ironic – or self-centered perhaps – that every time you engage somebody in our industry about “the future” or “keeping up,” their typical response is “the…
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I’ve been watching social media become an increasingly larger part of my daily media consumption. A little Twitter here, a little Flipbook there, a dash of Groupon just in case I’m missing…
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Companies like PepsiCo, Google, and Disney are betting the answer is yes. Recently, while trying to decide what style of potato chip bag to bring to market, executives at PepsiCo’s Frito-Lay…
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I’ve found myself thinking a tremendous amount about the notion of trust this week. <insert random digs about lost weekends in Las Vegas> Seriously though, a couple of disparate things…
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I have a mortal enemy. We’ve been engaged in an ongoing battle for over a month now and there is no end in sight to this particular conflict. What saddens me is that we’re old friends, we used…
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Every client has good intentions when kicking off their digital strategy initiatives. Building your business, growing competitive footprint and deepening customer relationships are all lofty…
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How Can Marketers…
Commented 7-21-2011
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