For anyone who has ever sat in a marketing strategy session, inevitably the discussion usually comes down to dueling product/service benefits. Does it taste great? Is it less filling? I suspect it was a creative impass that led Miller to come up with what is probably the most famous dueling benefit campaign ever created. But
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The Importance of a Movie Theater Website
Searching for a movie this weekend, I cursed my way through yet another painful online experience dealing with AMC Theaters. The main problem, in their case, is that I know their brand and I have been to their theaters. And because I do, I have higher expectations from AMC. For one, I assume the theater’s
Continue reading »Wikipedia No Longer Defines the Wiki
Part of the appeal of the Wikipedia phenomenon has been that in a group edited model, it is more likely that individual biases in writing can be removed through frequent editing. Indeed, for many of the self appointed Wikipedians who guard the content of Wikipedia, their mission in life is to objectivize any entries that
Continue reading »Hilton Promotes a Better World, Starwood Promotes Better Sty ...
Taking a look at the current promotions from two of the world’s largest hotel chains is an interesting snapshot of the different philosophical approaches each chain brings to their hotel operations. Hilton launched their Be Hospitable campaign with a call to people around the world to just be nicer to each other. Their campaign site
Continue reading »Google Launches the DaVinci Code Quest
One of the surest ways to confirm your uber-geek status is to be able to solve riddles, puzzles, and other mental challenges. Google first made it’s mark in this world with their innovative recruiting billboards in the valley designed to drive techno-geeks to a secret URL to test their intellect in order to get a
Continue reading »Is a Blog a Corporate Asset?
What if blogs were really like companies and there was a trading exchange similar to the stock market where you could invest in blogs and buy shares as if they were public companies? There are some mock stock markets that are already exploring this idea, most notably BlogShares. On the site you can bet on
Continue reading »21st Century Recruiting and Jobseeking
When I first moved to Australia in 1999 – the way to break into the tech industry was to find a recruiting agency that would "present" me for jobs. Like most other job seekers, I circled ads in the paper and submitted my resume. But unlike many others at the time, I had a personal
Continue reading »Can Blogging Impact Your Bottom Line?
This is a question that any marketer who has discussed the prospect of blogging as a marketing tactic will be familiar with. Many consultants are well accustomed to selling the many "soft" benefits of blogs such as starting a dialogue with customers, demonstrating transparency and having a soapbox on which to distribute your corporate point
Continue reading »Been Wronged? Get Your Revenge Online
Everyone has a time when they have felt wronged. When something didn’t go right, a relationship soured, a product failed to deliver or someone just did something that pissed us off. And we all know the feeling of coming up with the ultimate comeback, when someone just gets what they deserve (like the classic story
Continue reading »What's In Your Firefox?
I love Firefox. From its signature "tabbed browsing" to its open source heritage – Firefox has experienced huge growth thanks to the legions of brand believers who have spread the word about Firefox. The Firefox brand has become a badge of honor – just as most graphic designers would never willingly choose to use a
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