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Screw Silos and Talk as One

As we move towards the future of our industry and the involvement and transparency the consumer is requiring, we are faced with a legacy dilemma that has been building over the past several decades. This dilemma is the communication of our channel silos. Especially over the past 5-10 years, we have experienced a myriad of [...]

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Integration for Success

It seems like everyone claims integration in the industry; working cohesively and collaboratively in the communications world. One thing feeding off the other and building a story across the touch points our customers engage with. But is this really the case? Have you really seen “integration” anywhere in the industry? Over my career, I have [...]

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Marketing’s 99% & the // digital immersion program

As one year ends and another begins, we always see an influx of what the cool trends are going to be next year, especially in the digital age where social media, mobile, and digital branding are moving at a more rapid pace. The thing with these trend forecasts is that it overlooks the majority of [...]

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consumer cartography

FutureCast Brand: Consumer Cartography

Last time we discussed the need to have a very detailed, very defined end state for our brands in order to understand what direction we should be going for the future. All too often, brand managers and marketing executives are too afraid to think about the future, they stick with the traditional brand guidelines and [...]

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individual communication - tag you're it

A Big Game of Digital Catch-up

There’s no doubting that the digital landscape has permeated every aspect of our lives as consumers as well as marketing executives. The speed of which this permeation is happening is practically paralyzing marketing organizations around the globe. If I were to say Social Media 7 years ago, you would have no clue what I was [...]

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scale | crowd

Scale v. Strategy

The thing about digital in regards to our brands, is that it’s completely shifted the way we should be looking at our consumers and marketing success. Our thoughts of reaching universes of consumers in hopes to drive a small percentage to a varying group of conversions for a profit is a very cold, unemotional activity [...]

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a bright future

Future Casting and Your Brand

I’ve had the great opportunity to work on over 50 brands throughout my career; some small, some in the Fortune 100, but all had one commonality. Each brand that I’ve ever worked on has a written brand document on what the brand is supposed to be. Words like “Happy,” “Eager,” “Excited,” “Thought Provoking” plaster the [...]

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