July, 2009 Archive

Authentic people make brands authentic

Monday, July 27th, 2009

Authentic brands start with authentic people -- people who express a passion for what they do and an interest in sharing that passion even if you don't buy something from them. I was reminded of this lesson recently when my family and I made our annual visit to the Bristol Renaissance ...

Razorfish report dispels social myths

Monday, July 13th, 2009

If you're trying to build a brand through social media or influencers, chances are you've experienced a steep learning curve.  Well, don't feel so bad -- you have plenty of company according to a new report launched by my employer Razorfish. According to Fluent: The Razorfish Social Influence Marketing Report, companies ...

Amnesia Razorfish builds its brand by doing

Friday, July 3rd, 2009

In January, my Razorfish colleagues Garrick Schmitt and Malia Supe wrote an insightful blog post, "Brands Do."  They asserted that in the era of consumer participation, brands must spend more time doing things than saying things.  Amnesia Razorfish (part of the Razorfish global network) just provided an example of the ...

Mercedes-Benz USA creates luxury online

Thursday, July 2nd, 2009

In earlier blog posts, I've discussed how Razorfish clients like Intel, Mattel, and MillerCoors are making bold product launches amid the recession.  All along, Mercedes-Benz USA has been doing just that. Case in point: as announced recently, MBUSA has launched the 2010 E-Class automobile with the support of a major online/offline ...

Post Cereals: a fresh approach to corporate giving

Wednesday, July 1st, 2009

According to McKinsey Quarterly, corporations are responding to consumers' growing expectations to make corporate philanthropy a higher priority.  Post Cereals recently demonstrated an innovative approach to giving. On June 29, Pebbles, a Post Cereals brand, announced that my employer Razorfish has helped launch PebPals, a philanthropic campaign that supports Australia Zoo ...