A little while back Paul Tyndall (See: Why don’t the same rules apply) asked the question about ROI calculations/justifications for new media, and by extension, marketing investments in general. I think another question needing to be asked is how do we go about measuring the ROI of goodwill. Accounts don’t...

Can Mr. Jobs single handedly revolutionize the Wireless Industry? That’s up for debate. Personally I doubt one handset will force a paradigm shift in the mobile ecosystem. However it will have a major influence that will surely shake up an industry where the power is clearly with the carriers. If...

The social networking phenomena is catching on with BlackBerry users. Why? Because it’s super simple to do, it’s fast and it’s private. Anyone with a Pearl or Curve can now connect to groups on Facebook, and most recently BBMNATION, a social networking site devoted to connecting you to other BlackBerry...

I recently attended the 4th Annual Executive Customer Feedback Summit put on by IQPC in Las Vegas. The summit was attended by those that are responsible for collecting and analyzing customer feedback as well as how to use that feedback to improve the overall quality of the customer experience. The...

As globalization brings competitors from across the world closer and closer together, it is no longer about “lowest price always wins,” nor is it about “best marketing campaign always wins.” Growing any business successfully is only accomplished by attaining and retaining clients. This brings me to my first question: What...

Whenever new marketing technologies arrive, marketers often seem willing to dispense with the traditional metrics and ROI calculations. As email marketing arrived on the scene, marketers were so enamoured with the speed and low cost (more on that later!) that they forgot to see if it actually had a positive...

Every so often a campaign comes along that is truly smart, fun and memorable. The new Diamond Shreddies campaign is all three. You’ve probably seen the billboards. Of course there are commercials too. http://www.youtube.com/watch?v=PZeAwpPqnJU So, what’s so great about this campaign? Basically, it deconstructs everything we do as marketers, advertising...

Now that I’ve started my own company, I’m reminded of how critically important the Brief Document is to developing creative. And not just good creative, but insightful, smart, relevant and strategically sound creative. If I had to assign a grade to the average Brief I’ve seen over the years, I’m...

If you were at an XBOX retail store in California over Christmas, you may have seen a digital display of a soccer field beamed onto the store floor as you walked in. Through the magic of technology, the display ‘reacts’ to your movements, letting you ‘kick’ around a soccer ball...

Social interaction in the online space is becoming more and more frequent. Most people are unaware however that every Facebook, MySpace, msn, iChat, email message leaves an information footprint and this trail can be picked up by third parties. In this new wild west of virtuosity, some companies have brazenly...