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.
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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I’ve just returned from Austin and my head is swimming. Reflecting on the last few days, it strikes me that the SXSW conference, at least the interactive portion, is a microcosm of what we…
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If you’re like most marketers today chances are content creation is becoming an increasingly important part of your marketing activities. As social media has exploded, the need for compelling,…
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It’s likely we all have a seminal book that sticks in your mind as “THE” book that transformed your perspective on marketing. As an Ogilvy alumni, I’d likely be burned at the stake if I…
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Last month, I had a conversation with Conor Brady, Organic’s CCO, and he asked me how I thought the digital industry would evolve this year. I’m not in the business of making predictions but I…
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Social media has quickly become the de facto for interaction and communication, emerging as the new gateway for consumer influence. With social media channels such as Twitter and Facebook giving…
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