Content Master: The Morton Arboretum

Monday, November 21st, 2016

As the leaves of autumn give way to the bare branches of winter, the Morton Arboretum is a place of both refuge and inspiration. The preserve west of Chicago has a well-deserved reputation as a destination for hiking and bicycling amid the trees, ponds, and fields that comprise the 1,700-acre grounds. ...

Why Kanye West Should Be Twitter’s CEO

Thursday, January 28th, 2016

Twitter should ask Kanye West to be its CEO -- or at least a member of its board. In 72 hours, Kanye has done more to make Twitter relevant and compelling than anything its beleaguered executive team has done during the past year. First came the #SWISH moment on January 24, when ...

Email and Referral Marketing: The Workhorse and Dark Horse for Customer Acquisition

Tuesday, July 1st, 2014

Digital long ago established itself as a channel for brand building and direct marketing. But what are the most popular digital tools for acquiring customers? According to my newly published report for Gigaom Research, the unsexy tactic of email marketing is a digital workhorse, popular for awareness building, and customer acquisition, ...

Ford: Crisis Management Done Right

Tuesday, March 26th, 2013

Corporations are fond of saying "Our people make a difference." Sometimes your people make all the difference to your brand, as Ford has shown through the way it has weathered a painful and highly visible PR crisis. As has been well documented by now, over the weekend, news outlets such as ...

The New CEO Job Requirement: Social Media

Friday, January 18th, 2013

The sad results are in: 70 percent of all CEOs have no presence on social networks. And John Mackey of Whole Foods is the only CEO of a Fortune 500 firm who maintains his own blog -- yeah, the same John Mackey who stepped in it by comparing Obamacare to ...

Taking a Vacation from Digital

Friday, August 31st, 2012

For a week this summer I took a vacation from digital, and I’ve never been happier. My wife Jan, daughter Marion, and I visited our friends Kevin and Robert in their home outside Quebec City for nine days, and incredibly enough, we managed to stay offline almost the entire time. ...

Your employee, your advocate

Monday, April 9th, 2012

Josh Bernoff and Ted Schadler got it right. In their 2010 book Empowered, they argued the case for companies unleashing their employees as brand advocates especially through social media. (And they continue to discuss employee empowerment on their blog.) Progressive companies understand that building the corporate brand and investing in ...

Want customers? Invest in social media

Monday, February 27th, 2012

  If you aren’t generating leads through social media, it’s time to rethink your marketing game plan. That’s a major takeaway from The 2012 State of Inbound Marketing, a new report from marketing software provider HubSpot. Among the report’s conclusions: 62 percent of companies say that social media has become more ...

Jermaine Dupri builds a real community with Global 14

Friday, February 10th, 2012

Look at the headlines Facebook has generated lately: the company files for a multi-billion dollar initial public offering. Mark Zuckerberg spends $700,000 flying private planes in one year. Chief Operating Officer Sheryl Sandberg begins building a new mansion in Menlo Park, California. There’s one important element missing from these stories: ...

“Do or Die”: tough medicine for the CMO

Monday, December 19th, 2011

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 Die, a new book that challenges marketers to rethink the way ...