The Humanization of Customer Loyalty
Loyal customers are the holy grail for most businesses. However, most brand and customer loyalty programs totally miss the mark. A key focus of many programs is rewarding customers with points for...
View ArticleCaring About Content: Video Q&As with Carol Roth and Ben Grossman
Carol Roth on how content can be a “bridge” to customer loyalty: Ben Grossman on using content to humanize your brand:
View ArticleBecoming South By Southwest: Q&A with SXSW Interactive Director Hugh Forrest
SXSW Interactive is heading into its 20th year. How did the world’s biggest digital media conference evolve out of a small-town music festival? We started in 1994 and as context, music started in...
View ArticlePaper Tiger: With Indian Newspapers Thriving, What Role can Social Media Play?
Last November, Sam Pitroda, the technology adviser to Indian Prime Minister Manmohan Singh, held a “global Twitter press conference.” Hyped as the first of its kind, the press conference was scheduled...
View ArticleWay Beyond Austin: Lessons From SXSW 2013
Nobel Laureate, Dr. John Mather and Northrop Grumman engineer Scott Willoughby speak to a crowd, backed by a model of NASA’s James Webb Space Telescope. Image by NASA Webb Telescope via Flickr. Any...
View ArticleManufacturing Authenticity: Starbucks vs. the Neighbourhood Café
Starbucks Coffee. Image via bigstockphoto.com. At first I used to enjoy giving myself fanciful names, because there’s nothing quite like listening to someone yell, “flat white for Nebuchadnezzar,” in...
View ArticleCoca-Cola’s Content Journey: Q&A with Ashley Brown
You’ve called Coca-Cola Journey the biggest rethink of the company’s online presence since you launched your website in 1995. Your last major redesign was in 2005. How has Coca-Cola’s approach to...
View ArticleTransparency is the New Marketing
Behind the scenes at a company meeting at Zappos’ headquarters. Image by Robert Scoble via Flickr. It is no secret that marketing is out of step with today’s consumer. The empowered status of the...
View ArticleHow Mad Men Changed Television Marketing
Don Draper relaxes next to a bottle of Canadian Club Whisky. Image by Erik Renko via Flickr. Traditionally, the American television industry has two key time periods. The first is in September, with...
View ArticleGreening the Cloud: Q&A with David Bellona
You gave a talk at SXSW called “The Paradox of the Cloud.” Can you sum up the paradox for us? We are exponentially growing our computing power and we’re filling it up with our videos, texts and...
View ArticleWant to Join the Sparksheet Team?
If you’re full of good ideas and passionate about content, media and marketing, then come join Sparksheet for the summer! We’re looking for a smart, web-savvy editorial intern to spend a few months...
View ArticleBuilding the Agency of the Future: Dispatch From a Secret Society
Image by Emily van den Heever via thenounproject.com. There’s a global secret society of agency executives. It’s an organization that flies under the radar of ad clubs, marketing associations and...
View ArticleHumanizing McDonald’s: Q&A with Tribal DDB’s Andrew McCartney
The responsively designed “Our Food. Your Questions.” campaign website. Users enter their question, which is answered by McDonald’s staff. Question length is limited to 140 characters to facilitate...
View ArticleThe Best Examples of Meme Marketing
Nyan Cat is one of the most successful cat memes on the internet and has been adopted for marketing purposes by brands like Sprint (see YouTube video below). With the rise of banner blindness,...
View ArticleCan’t Buy Me Like: The Secret Secret
Secret is no secret. It’s been around since 1956, the first deodorant marketed exclusively to women. Through most of its history, the advertising themes have focused on product attributes, most...
View ArticleThe Art Gallery Meets the Tablet: Q&A with Wondereur’s Olivier Berger and...
Wondereur is a retail and magazine app created for the tablet and desktop. Each month Wondereur publishes a photo essay featuring an an artist and his or her works. The featured art is made available...
View ArticleAmerica’s British TV Invasion
On the set of Downton Abbey. American TV has entered the post-Downton era. The popularity of Downton Abbey, the British period drama, is unmistakable: The recent third season finale attracted 12.3...
View ArticleContent Marketing Across the Globe
Image by pixagraphic via Flickr. Over the last several years, digital marketing has become fragmented, with silos sprouting up around SEO, ad sales, PR, social media, inbound marketing and other areas...
View ArticleA Tale of Two Merchants: What Ron Johnson Could Learn From Mr. Selfridge
Jeremy Piven stars in British television series, Mr. Selfridge. Image via imdb.com. We are going to show the world how to make shopping thrilling. - Mr. Harry Selfridge (Jeremy Piven) in the first...
View ArticleHow to Fill the Information Gap During a Crisis
Image by Metro Library and Archive via Flickr. During a crisis, everyone is riveted. We keep watching the news or scrolling through our Twitter feeds, desperate for a new morsel of information. Has...
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