Tag Archives | Marketing and Advertising

The Paradox of Hiring An Experienced Agency In A Time of Disruption

It’s hard to hire an agency for innovation. The answer is to look for partners who can help you be lean in the planning process and agile in development.

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Strategic Communications Planning: Just Do It Yourself

Bricolage is a French word that is used in creative processes to describe pulling together what you find at hand in a loose, collaborative process that focuses deeply on creation, observation, and iteration. Used in advertising and marketing, it’s a new way of planning. Instead of researching a creative brief and tossing it over the wall to the “creatives,” this new way begins with an insight or insights taken from close observation of the customer’s journey.

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Why Content Strategy Is Now Business Strategy

Without strong, clear and authentic communications strategy businesses will founder in the new communications landscape. What we now call content strategy has to be elevated as a strategic planning practice across the enterprise as well as becoming a daily practice within and across all groups within the enterprise.
This is an accelerating movement caused by the fragmentation of traditional media and the explosion of social communications. This movement towards a central, powerful communications strategy is seen today in companies with strong CMOs like Barry Judge at Best Buy, Jon Iwata at IBM and John Hayes of American Express.

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The Death of Branding and The Rise of Design and Reputation

So take a moment and think of the best work your company does. When your company does its best work who does it?  How do they do it? Now hold a picture of that group of people and the work they do, and ask “what qualities or values do they bring to the table that […]

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