December, 2009 Archive

The face of a great brand

Friday, December 18th, 2009

The best-selling album of the decade?  Not Eminem.  Not Usher.  But The Beatles 1, a collection of Beatles Number One singles that has sold 11.4 million units since its release in November 2000.  Pretty astonishing for a group that broke up decades ago. One can argue that the lack of Beatles ...

Word-of-mouth supergeniuses

Thursday, December 17th, 2009

I walked away from the 2009 Word of Mouth Supergenius event with many ideas and impressions, a fraction of which made their way to my Twitter stream in real-time.  The event, hosted by Gaspedal, brought together leading word-of-mouth practitioners who shared tips for marketers seeking to build their brands in ...

Escaping the social media echo chamber

Wednesday, December 9th, 2009

Embracing social media is like speaking in public.  Technically any company can do it.  But doing it well is a different story.  On December 8, my employer Razorfish announced the development of new offerings for those marketers who want to employ social media and influencers effectively. The Razorfish Social Influence Marketing ...

The Tiger Woods brand will be just fine

Saturday, December 5th, 2009

Tiger Woods might be in a world of hurt, but his brand is going to be just fine.  For a famous athlete, he has a bland, anonymous public persona.  His image is built purely on sports performance and not much else.  His self-described "transgression" has not tarnished his image because, ...

A clever product for clever (digital) moms

Thursday, December 3rd, 2009

How do you discuss diaper pails in the digital world? My employer Razorfish helped Munchkin Inc. address this challenge by involving social influencers (moms) through the new Diaperpail microsite that launched in November.  The work is a good example of how Social Influence Marketing can help a company roll out a ...