Branding

Are ‘Geeks’ Re-Invigorating Brands? In a Word, Yes

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By Chet Dalzell

As we learn to access, integrate and apply data insights, the ad business is getting more quantitative than it’s ever been — let’s pick up the pace.

One of the keynotes I enjoyed from the Direct Marketing Association’s &Then 2015 was IBM’s John Iwata and his announcement that “Cognitive Business” is the company’s new brand positioning. According to Iwata, this replacement for “Smarter Planet” (which I will remember fondly) reflects the realities that are happening when applied technology and artificial intelligence revolutionize a number of fields which IBM serves — including marketing.

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Headshot of Chet Dalzell

Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

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