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Wednesday, April 09, 2008
The emphasis of design has undergone a major change since I first entered the communications business several decades ago. In the 70s, 80s and throughout much of the 90s, when you talked design in marketing, most people were referring to graphic design. At that time, the emphasis for designers that were well respected and admired by their industry peers was doing something that was distinctive, eye-catching, and helped define a brand look and feel.
One of the main goals of advertising, and designers that were associated with the marketing function, was to create relevant attention for their clients’ companies, products and services. The tools of the marketing trade at that time — including design — only allowed one way communication, and marketing practitioners were often left to interpret the results of their efforts through the complicated and time-consuming sieve of research and extensive account planning activities.
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Posted by on 04/09 at 09:32 AM
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Design •
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Tuesday, April 08, 2008
The fact that the average tenure of a big-company CMO continues to hover around a measly two years is well documented in repeated Spencer Stuart studies. It has been suggested that part of the reason for this rapid turnover is the tremendous pressure now exerted on CMOs to quickly demonstrate tangible, high-return results for their marketing expenditures and efforts. While I think that pressure is real and causative to the CMO revolving door, I think there is a deeper reason behind the volatility of this position. Namely, there are a lot of CMO 1.0 executives in what has rapidly become a CMO 2.0 world.
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Posted by on 04/08 at 09:48 PM
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Leadership/Management •
Marketing •
Web 2.0 •
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Friday, April 04, 2008
Several years ago, I recall reading some good advice about advertising concepts: Try making the point first with a billboard idea. A billboard forces you to economize your thought process and to really focus on the essence of the idea. A recent Fast Company article highlights a book with the same type of advice for planning and problem-solving: Put it on a napkin first.
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Posted by on 04/04 at 03:10 PM
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Design •
General •
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Thursday, April 03, 2008
Aki Spicer, a planner at Fallon gave a live presentation last week on 10 social media trends that marketers need to watch. The livecast is gone, but you can still pick up the Slideshare deck above—you’ll want to go to a full screen view of this one. You can also pick up the pdf version here.
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Posted by on 04/03 at 09:17 PM
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Social Networks •
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While Disney’s tween movie series High School Musical (HSM) has been wildly popular among 12 to 14 year-olds, older siblings of HSM fans have probably been more excited about the company’s dance-themed flick Step Up and its sequel Step Up 2 the Streets. Released on Valentine’s Day, the sequel was a surprise hit at the box office, thanks in-part to Disney’s use of social media. A post last month on http://social-media-optimization.com/ discussed the success of Step Up’s MySpace campaign.
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