Strategy
SWOT 101
One of the most basic tools in our marketing bag of tricks is the SWOT analysis. But it also seems to be one of the most misunderstood.
PR: So What?
While every public relations campaign or idea starts out with the greatest of intentions, sometimes the results may fall short of meeting our expectations. What do you do next and how do you recover if you find yourself in this situation?
Who’s in charge of the message?
Fifteen years ago, when the Internet was brand new (and you really should stop a moment to think about that) I was asked to do some research into the imagined effects it might have on marketing communications. I remember doing a few presentations on what seemed to by the most significant of the lot: a shift in emphasis from “talking” to “listening.”
Published in Business, Social Media, Strategy
0What is appropriate? Who makes the call?
What is appropriate – and who is the final say in what is in good taste? In Civil Law, there is a standard of ‘reasonable man,’ but in the wonderful, blurry world of advertising, there is no one ‘reasonable man.’ The reasonable man becomes the aggregate customer – what kind of person he or she are, what their values are, their age, interest, education – what traits contribute to their personality.
How do you control your brand?
Second only to “how much is this all going to cost?” the question of how to control their brand ranks high on our clients’ list of priorities.
The short answer? You can’t.
Published in Business, Social Media, Strategy
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