How Brands Can Be Cool by Going Retro

Monday, July 2nd, 2012

Sometimes a brand can unleash its inner cool by going retro. The Topps Company is a case in point. Topps has been manufacturing trading cards annually since Joe DiMaggio was playing for the New York Yankees. Since 2001, Topps has issued so-called heritage sets that depict contemporary players in cards ...

What is content marketing?

Sunday, February 19th, 2012

  Occasionally I am asked how content marketing differs from other forms of building a brand. After all, doesn't all marketing contain content of some sort? Two recent blog posts I wrote for the iCrossing Content Lab illustrate how content marketing consists of building your brand by sharing useful ideas that engage  ...

Google disrupts with Google Search Plus

Friday, January 13th, 2012

Google's launch of the awkwardly named "Search, plus Your World" has the web buzzing with commentary. Blogger John Jantsch believes Google is "shaking things up a bit" by making search a more personal experience. Twitter says Google Search Plus (as "Search, plus Your World" is quickly becoming known) is "bad ...

Co-creation is the future of marketing

Friday, January 13th, 2012

I recently wrote a blog post for the iCrossing Content Lab regarding the Raytheon Sum of All Thrills ride -- an intriguing experience in which you build your own virtual ride using computer design tools provided by Raytheon. I was excited to see Doug Williams of Forrester Research comment on ...

Nice guys finish first

Wednesday, September 7th, 2011

Last year I blogged about how Twitter was a catalyst in the forming of a co-branding relationship that I formed with indie musician AM and Razorfish (where I was in charge of marketing). Since then, digital has once again helped launch a relationship – this time between AM and musician ...