Sometimes it pays to change. That’s what CMOs at companies from entertainment to personal finance are finding as they grapple with the digital revolution, where customers flock to online (and often mobile) alternatives to the traditional stalwart services that made up the 20th century economy. But with the right rebranding strategy, three companies have found […]
As 2016 dawns, it’s a good time to revisit the perennial head scratcher of the marketing world: brands. Are they overrated, over-thought examples of tepid consensus thinking? Or are they essential, pick-poorly-at-your-peril keys to marketing success? We’ve reviewed some recent thinking on brands (and the pursuit of the perfect brand) for insights into the age-old […]
For decades, blogs were the Internet’s currency—if you had one, you could command an audience, if you didn’t, gathering a digital following was much harder. Bloggers like Andrew Sullivan, Seth Godin, and the personalities behind Boing Boing used their digital platforms to launch online empires that engaged millions. But with the growth of social media […]
