Category Archives: Marketing

You Don’t Have to Hug Your Fans

  Building fan love doesn’t mean pandering to your audience. Radiohead, which dropped its new album A Moon Shaped Pool digitally May 8, builds fan devotion by challenging and even confounding its audience, which is the right approach for a group whose … Continue reading

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When Advertising Becomes Art

Advertising can sneak up on you in the most unexpected ways. Recently I visited the Minneapolis Institute of Art for the simple pleasure of discovering art. For hours, my family and I got lost in an exploration of well curated … Continue reading

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The New OK Go Video Is a Brilliant Co-Brand

I’ll bet you’ve never heard of S7 Airlines. But you’ll be hearing more about the Russia-based airline now that OK Go released a new video, “Upside Down & Inside Out.” “Upside Down & Inside Out” is the latest crazy video … Continue reading

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Every Day Is Black Friday

For years I used to wake up in the dead of night the day after Thanksgiving and interview Black Friday shoppers while they stood in line, enduring cold weather as they waited for stores to reward their patience with door … Continue reading

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Rihanna and Samsung Create an “Anti” Moment

Rihanna’s Anti went platinum in 15 hours. But before you think, “albums are back!” bear in mind a big caveat: Samsung bought one million copies of the album and gave them away. For Rihanna and Samsung, Anti going platinum is … Continue reading

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How Merriam-Webster Is Rocking Peach, the New Hotness for Content

My first friend on Peach, the new hybrid messaging/content-sharing app, was Merriam-Webster — a brand, mind you, not a person. Peach, launched January 8 by Vine cofounder Dom Hofmann, has created a firestorm on Twitter and attracted a blitz of … Continue reading

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Buy Buttons Try to Make Holiday Shopping Convenient

The holiday shopping season has become anything but seasonal. Brands ranging from Amazon to Target are offering Black Friday sales well in advance of Black Friday. And the development of buy buttons on platforms such as Instagram and Pinterest has … Continue reading

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How Panera Bread Creates a Local Identity

National restaurant chains usually rely on familiarity to build their businesses. When you visit a Starbucks you know what you’re getting, whether you find yourself in Austin or Chicago. But Panera Bread, the successful chain founded in 1987, manages to … Continue reading

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Now THIS Is Real-Time Marketing

Gatorade​ must be doing a victory dance in the aftermath of the Chicago Cubs/Pittsburgh Pirates Wild Card playoff game October 7. The sports beverage company is enjoying an avalanche of PR and user-generated marketing created when Pirate Sean Rodriguez pummeled … Continue reading

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Will Beacons Help Target Improve the Shopping Experience?

Target recently announced the rollout of beacons at 50 stores in Chicago, Denver, Minneapolis, New York City, Pittsburgh, Portland, San Francisco, and Seattle. Beacons are devices placed in locations that make it possible to share content (such as offers) with … Continue reading

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