Archive by Author

Campaign Mindset in a Branding World

It’s easy to do… The short term vision of the top line vs the bottom line. With the recession still looming in the back of our minds we have become a bit gun-shy in investing in something that boosts long term profits while reducing short term sales (even though we know that the long term [...]

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Connect the Dots: Volume 1

“Connect the Dots” is a new series where you can gather actual, tangible insights from the blackwhalegroup team on a weekly basis.  Here you will find our favorite, most compelling articles, stories, and blogs we read each week with specific insights to help you drive your brand strategy through the evolving world of digital. Please [...]

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Competitive v. Creative

Competitive companies focus on features of their products, speed of their services, and low price as value. They think profit first, customer second. They have an advertising mind in a branding world. They thrive on scale and fear engagement. They let technology lead instead of support. They are always playing catch up. Creative companies value [...]

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FutureCast Brand: Measurement & Optimization

During the FutureCast Brand series, we’ve looked at the opportunity that brands have in front of them: truly understanding their core value, developing an End State of what they will become, completely understand their individual consumers (behaviors, passions, communication methods, etc.), then mapping out each touch point to marry the brand values with consumer passions, [...]

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Glocal: Aligning Cultural Insights with a Global Brand

While quickly making my way up the Delta Medallion program, I get the amazing opportunity to see some great things, talk to some interesting people, and think about how brands interact with consumers all around the world. It’s amazing how different the world is and how varying the cultural dissimilarities. As digital and social continue [...]

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Catalyst for Brands

Brand as a Catalyst for Life

I recently had the opportunity to listen to the Global Retail Director for Puma and Global Brand Director for Starbucks give presentations about their respective brands and what they are trying to accomplish from a lifestyle as well as retail perspectives. What was interesting was the air of elevation each described when discussing their vision [...]

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Social Media Measurement - ROI

Measuring for Business Results: Social Media

I love when KPIs come up. The question of “How is Social Media driving results in my organization?” or “That’s a great strategy and all, but how will it make me more money?” The crux of KPIs and ROI on social media is simple: What is the return? The crux of KPIs and ROI on [...]

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