Archives for category: marketing

from your phone and take control of your life.

https://www.wired.com/story/our-minds-have-been-hijacked-by-our-phones-tristan-harris-wants-to-rescue-them/

 

Branding is a combination of need fulfillment, desired identity and aspiration. Its power derives from communion and possibility, fueled by access and opportunity. Great brands are validated through tangible experience.

A brand is often best understood by example rather than by explanation, thereby capturing its je ne sais quoi character. For a product, service or experience to transmute into a powerful brand it must be real and true.

The “French girl” brand collects emotional, intellectual and life-affirming elements to represent power, self-confidence, effortless sexuality, and personal freedom in a compelling and attractive package.

https://www.racked.com/2017/7/5/15880176/how-to-french-girl-style-beauty

Always something to learn and admire at The Webby Awards, Win or Place.

http://webbyawards.com/winners/2017/

Marketing’s 4 P’s are now 3 (place is going away as product, price, and promotion remain).

Two pieces on the mindset, mission, and process of Amazon. Over the past 20 years the company has literally and conceptually reinvented the world.

https://www.recode.net/2017/4/12/15274220/jeff-bezos-amazon-shareholders-letter-day-2-disagree-and-commit

https://www.theatlantic.com/technology/archive/2017/04/amazon-is-making-it-easier-for-companies-to-track-you/522999/

Do you want friendship with those fries?

Politeness isn’t enough; we now demand friendliness. And it’s destroying authenticity

We’ve moved from the imperative of adding digital to the marketing effort to the necessity of making it the lifeblood.

https://www.themediabriefing.com/article/10-media-trends-for-2017-and-beyond

The NY Times is the canary and newspapers are in the coal mine.

What the Times plans and executes with regard to distribution will be the existential bellwether of printed news, arts and lifestyle content in the near term.

Moreover as the digital platform continues to assert strategic and marketing primacy, this priority has become the primary endeavor of the NY Times and for every print media company.

 

How The New York Times Is Clawing Its Way Into the Future

http://www.nytimes.com/2016/11/25/books/review/black-ops-advertising-mara-einstein.html

Desperate times require desperate measures.

The distinctions among information, communications and technology companies continue to dissipate as their products and services overlap and blend together.

The nature of competition and evolving market identities of these companies are not only reconfiguring how they work and what they do, but redefining who they are.

http://www.strategy-business.com/article/The-New-Game-of-Global-Tech

Tim Wu’s new book examines the state of the Internet and asserts that the contradiction between the commercial demands of advertising and the consumer’s insistence on free content has diminished our digital experience and warped our expectations.

In essence the conflict of our early digital age is the inherent paradox implicit in an information rich landscape competing for compensation in an environment of attention scarcity driven by the consumer’s unwillingness to spend and pay for quality.

Wu’s thesis is that the overriding imperative to win user attention has made the Internet a massive mirror in which we’ve become the product and selling ourselves to ourselves is the Internet’s primary and overarching purpose.

In this environment attention is currency. However, the user’s insistence on free content drives many decisions and circumscribes quality and viability. Wu believes, moreover, that this demand is ultimately untenable and dooms the Internet to mediocrity. He argues there is no such thing as free if the cost is diminished experience and value.

He contends that there’s always a price to be paid and you get what you pay for.

https://newrepublic.com/article/137107/perils-peak-attention

http://www.theatlantic.com/business/archive/2016/10/tim-wu/504623/

http://www.npr.org/sections/alltechconsidered/2016/10/17/498237314/how-free-web-content-traps-people-in-an-abyss-of-ads-and-clickbait