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Topic: Voice

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Brands Need to Stop Trying to Play Hero The goal should be participation

Illustration: Miguel Montaner Did you ever know that you’re not my hero? There. It had to be said (or sung). Consider this amusing yet pertinent disconnect in the spirit of helping…

April 15, 2014, 6:09 AM EDT

Brands Are Launching Deeper and More Sophisticated Integrations Into Live Music Events The Rolling Stones changed everything back in 1981

"Ain’t singin’ for Pepsi,” Neil Young wails on “This Note’s for You,” his 1988 anti-commercialism anthem. “Ain’t singing for Coke/I don’t sing for nobody/makes me look like a joke. This…

April 6, 2014, 8:35 PM EDT

Second-Party Data Can Help Brands Get Unique Information at Scale But use and comfort are crucial first steps

When it comes to data-driven marketing, the conversation more often than not tends to focus on first- and third-party data. Why is that? Well, for starters, first-party data is free.…

March 23, 2014, 9:02 PM EDT

Organizations Need to Adopt an Invention-First Mind-set But it requires ambition and commitment

In search of exponential returns for their customers, employees and shareholders, today’s most revolutionary companies aren’t innovative, they are inventive. They are the businesses committed to creating genuine firsts by…

March 17, 2014, 6:33 AM EDT

The Traditional Purchase Funnel Is Kaput Enter the 'always on' consumer

Why does a shopper choose Brand A toothpaste off a supermarket shelf or click the orange “Add to Cart” button under Brand B flat-screen TV on Amazon.com? If you sampled…

March 10, 2014, 10:06 PM EDT

Does a Person Need to Be Physically Present for a Brand Experience to Resonate? The Internet, mobile ubiquity and social media are changing the way we connect

What defines an experience? According to “the Internet,” an experience is “something that happens to somebody.” I like that definition. It’s vague without prerequisites and it does not delineate the…

March 3, 2014, 9:58 PM EST

Brands Need to Know Their Purpose and What They Aspire to Be This is the new era of kinship

Kinship is everywhere. It’s empathy in action: a hug, a comforting word, the backbone of a friendship. Kinship is fundamentally selfless, intrinsically rewarding, a vital and extremely human part of…

February 24, 2014, 10:17 PM EST

Mentoring and Guidance Should Span an Entire Career We don't stop needing help

The historic roots for modern-day mentoring can be found in Homer’s Odyssey. Odysseus, king of Ithaca, went to fight in the Trojan War and entrusted the care of his household…

February 17, 2014, 9:33 PM EST

Be Mine: Parallels Between Digital Advertising and Online Dating The numerical and emotional elements of human behavior

Dating and advertising. Both are booming in the online realm—flipping the traditional relationship and ad stories upside down. With that, our insights, actions and results are also evolving. Understanding the…

February 12, 2014, 12:35 PM EST

Brands Need to Understand and Embrace the Owned Media of Apps 2014 is the year of brand as publisher

In the United States today there are more than 327 million mobile devices being used on a daily basis. According to the Pew Research Center’s Internet Project, an astounding 91…

February 10, 2014, 10:08 PM EST

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