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Leveraging social media to make great ideas happen

Gary Vaynerchuck’s New Word of Mouth

The inimitable Gary Vaynerchuck posted a new video about understanding the necessity of today's new word of mouth. "Garyvee" continues to create killer content, and this last clip is a solid follow-up to his keynote he delivered at the Web 2.0 Expo in New York. Word of mouth and it’s travel power is what has really changed with social media’s explosion and not what defines a personal brand and ...

Modern Brand Building

What does it take to build a great brand in a marketplace that has radically changed in the last few years? Paul Isakson developed a presentation to address that very question. At the crux of his argument is the need for brands to shift from thinking about marketing campaigns, to committing to a consistent set of core principles that never change. Isakson describes the commitment model as: Marketing for ...

The Times Square Shuffle: My Web 2.0 Expo NYC Recap [Updated]

Of all the signage, presentation slides and general abundance of slogans at the Web 2.0 Expo in New York this week, perhaps my favorite sign was the street sign that read, “7th Ave closed, use the Times Square Shuffle.” Why, yes, I think I'll shuffle right on through this recap of Web 2.0 this week. To begin with, my participation at the conference was entirely fortuitous. Were it not for ...

Resources on Personal Branding

I've been working with a client on helping him take some tactical steps to build his personal brand online. He recently launched a blog, and is looking to cultivate a community around the site.  One of the first things I'm doing is walking him through some of the processes and ideas on how he can begin reaching out to other folks online and develop relationships with others.  The personal ...

Cannes Gets in on the Creative+Tech

Digital synergy (sorry) across advertising, marketing and pr continues to make headlines, this time at Cannes. Money quotes from AdWeek's wrap-up: The push and pull between traditional creativity -- centered on the big idea and storytelling -- and the disruption caused by digital technology has only just begun to play out in advertising. "Your Internet technology person will be as important as your creative person," predicts Mark Kvamme, a ...

Marketing Should Be Doing Something Good

Bob Gilbreath is blogging from Cannes Lions 2008, and he's got a great recap of Nike's presentation. He reports about Nike’s Stefan Olander, Global Director for Brand Connections, who listed many of the creative ways in which Nike continues to lead the pack among social media marketing initiatives to develop deeper engagement with customers. Money quote: "Nike continues to blow me away with its whole-hearted dive into meaningful marketing. ...

Using Digital Tools to Build Customer Engagement

William J. McEwen and Rob Kroenert make the case for brands to think about how they use digital tools to build relationships with customers as the key differentiator between their brand and the competition. It's crucial for a bank to have a Web site. It's also crucial for a bank to have ATMs, checking accounts, and computers that keep accurate records. But every bank can claim to meet these ...

The Brand Ecosystem and Micro Interactions

Further thoughts on designing micro interactions: Building a brand in our intertwined world can be a difficult feat. However, just throwing some social interactions on your web site is not enough. You have to think about how the interactions will resonate within your company. More than ever, companies need evangelists. These people are the ones that give your brand that sparkling personality. The face and personality of the brand ...

Make Your Brand Useful

I've been writing more and more about branded utilities, and it's a marketing strategy our team at Viget Labs continues to embrace. David Armano's latest AdWeek article makes one of the best cases for building a web app as your digital marketing strategy I've read: Well, for starters, unlike my experience on Grainger, many advertisers aren't focused on building the digital applications that people want to use; they're focused ...

Designing Micro Interactions

David Armano has yet another presentation that is worth sharing here. The slideshow is built on his earlier statement that: “We live in a world where the little things really do matter. Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel ...

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Snapshots from my life.

  • Rocked the #seawheeze half-marathon with the wifey! #spocanada #13.1 #lululemon
  • Sunset yoga on the beach with several hundred of your closest friends. #seawheeze #lululemon
  • Radio tower clouds.
  • Holiday weekends were made for par-3 golf with the bro. #replacethepin
  • It takes a lot of boarding passes to get to New Zealand.