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Thursday, May 15, 2008
Brian Haven, a Senior Analyst at Forrester, had a short (4 minutes), but enlightening interview about brand engagement with Marketing Voices at the Forrester Marketing Forum in Los Angeles this week. Brian says Forrester defines brand engagement as the level of involvement, interaction, intimacy and influence that a person has with a brand over time.
Monday, May 12, 2008
Following the enormous growth of Ajax powered rich internet applications like Google Maps there has been much concern about accessibility and the need–in many cases–to ensure fully accessible content for users with assistive technologies such as screen readers and screen magnifiers. A solution to these inaccessibility problems called ARIA (Accessible Rich Internet Applications) is currently being developed and standardized.
Noah Brier has come up with an interesting way to explore word associations for several popular brands. He calls them brand tags. You can contribute to the brand cloud by adding your own input.
Since celebrities, in essence, are strong personal brands, he is using the same concept in that category, too. Check out celeb tags.
Wednesday, May 07, 2008
Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.
– Peter Drucker
The quote above is from Peter Drucker’s book, Innovation and Entrepreneurship. The book was first published in the 1980s, and it was re-released a couple of years ago. It is still sound advice. If you want to improve business, marketing and innovation had better lead the way. Considered by many as the preeminent business consultant and author for decades, Drucker is the person who coined the term knowledge worker.
Considerable effort should be spent on measuring the success (or failure) of marketing and innovation. Why? Another famous Drucker quote answers that question: “What’s measured improves.”
Tuesday, May 06, 2008
I keep reading all these stories about the agency of the future. Like this one, and this one, and this one.
Who has time to wait for the future? Most businesses want new ideas and thinking that can help them now. They don’t have time to wait while some marketing firms attempt to evolve.