Tag Archives: Nike

How C2E2 Celebrates the Superfan

Three years ago, I blogged about the first time I attended the Chicago Comic & Entertainment Expo, then in its second year. This fan culture event was overwhelming, and it was difficult to know where to begin talking about the … Continue reading

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The Art of Co-Branding

On May 7, music mogul Jermaine Dupri and I were fortunate to have a byline published in Fast Company concerning four tips for successful co-branding. Co-branding  — or sharing your own brand with an outside brand — is an increasingly … Continue reading

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“Do or Die”: tough medicine for the CMO

Marketers need to shift their focus from saying things about their brands to creating great products and experiences that will make people love their brands. That’s what Clark Kokich believes. Clark, chairman of Razorfish, is the author of Do or … Continue reading

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The marketing genius of “Led Zeppelin IV”

Imagine if Apple unveiled the latest iPhone without a logo or if Lady Gaga had released Born This Way without her name, face, or album title on the cover. That’s what Led Zeppelin did 40 years ago when the band … Continue reading

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The Tiger Woods brand will be just fine

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 … Continue reading

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Are you experienced?

Engagement-based marketing is all the rage. Forrester Research, Gartner, and JupiteResearch have all published major commentary on engagement in the past 12 months. Agencies like my employer Avenue A | Razorfish are talking about the importance of building brands through … Continue reading

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Are you experienced?

Engagement-based marketing is all the rage. Forrester Research, Gartner, and JupiteResearch have all published major commentary on engagement in the past 12 months. Agencies like my employer Avenue A | Razorfish are talking about the importance of building brands through … Continue reading

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Avenue A | Razorfish Unveils Top 10 Digital Brands

| View | Upload your own In a previous blog post, I mentioned that my Avenue A | Razorfish colleague Joe Crump was going to discuss “Digital Darwinism” at the Cannes International Advertising Festival on June 21. Today I’m making … Continue reading

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Avenue A | Razorfish Unveils Top 10 Digital Brands

| View | Upload your own In a previous blog post, I mentioned that my Avenue A | Razorfish colleague Joe Crump was going to discuss “Digital Darwinism” at the Cannes International Advertising Festival on June 21. Today I’m making … Continue reading

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Digital Darwinism at Cannes

Is there such a thing as a digital brand? Joe Crump certainly thinks so. Joe is an executive in the strategy practice of Avenue A | Razorfish, my employer. On June 21 at the Cannes International Advertising Festival, Joe will … Continue reading

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