Marketing Matters for CMOs
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The United State of Curated Content

For someone who listens to audiobooks and soundtracks instead of the radio, I seem to be finding a lot of modern music hits. The latest download you ll find in my music library? DJ Earworm s United State of Pop 2014 (Do What You Wanna Do) . If you re interested in a mashup of the top 25 songs from 2014, go ahead and press play. DJ Earworm s been doing mashups since I was in high school, but his most recent contribution made me think about something new: Content curation. If you squint your eyes and tilt your head, you ll see that Do What You Wanna Do embodies the approach every content marketer should take towards their content curation.
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The United State of Curated Content

For someone who listens to audiobooks and soundtracks instead of the radio, I seem to be finding a lot of modern music hits. The latest download you ll find in my music library? DJ Earworm s United State of Pop 2014 (Do What You Wanna Do) . If you re interested in a mashup of the top 25 songs from 2014, go ahead and press play. DJ Earworm s been doing mashups since I was in high school, but his most recent contribution made me think about something new: Content curation. If you squint your eyes and tilt your head, you ll see that Do What You Wanna Do embodies the approach every content marketer should take towards their content curation.
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The Secret of Pricing Strategy

How much should I charge? was the question a senior professional was asking in one of the forums I participate in frequently. I actually hear this question often. It s a question of pricing strategy. The replies in the forum inevitably focused on offering the lowest price you could to overcome all objections. The logic goes that if the price is low enough, people will buy. Believe it or not that pricing strategy is actually a losing proposition for both consumer and supplier. The reason why is it presumes that people can actually discern value (or rather will discern value) in some universally objective way. That s just not the case. Consider for a moment a simple story. A man, dressed unobtrusively in a cap, set up to play a violin at the L Enfant Plaza DC Metro station; it was a cold January morning. He played six Bach pieces for about 45 minutes. Since it was rush hour, thousands of people went through the station, most of them on their way to work. Three minutes went by and a mid
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10 Things I wish I Knew Before I started Blogging

Blogging The Act of Pounding Glass Nails into Concrete for about 99% of the World Everyone seems to have a blog. Here s the reality most of them are awful. This is especially true in advertising and marketing agencies. The formula for most agencies are blogs that go like this: Here s a really important problem. Let me describe how important that problem is. It s so important, and I should know, because, wow, I m an expert. Why am I an expert, well because of course I have a blog. Here s 22 secrets of things you probably should have already figured out for example, it s really important that you have a domain name I realize most of you might be living under a rock and not understand that hosting your website at www.freestuff.com isn t a good idea, but it s so important, that s why I m making it my #1 out of the 22 secrets, that will launch you from 0 to 9 figures a month in less than a week. By the way, did I mention that we actually are the experts on solving this problem, and thus, b
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What “Nudie Magazines” Taught Me About Millennials, Coke, McDonalds, and “Boomer Brand” Woes

One of my employees, a woman, was with me in the conference room while I was pouring over the magazines and cutting out ads. Reading the magazines for an hour, she goes, “You know, every issue is really about three things – liquor, fashion, and trying to get women to have sex. It’s basically Cosmo for men.” I looked up from my cuttings through my glasses and went, “huh?” The post What “Nudie Magazines” Taught Me About Millennials, Coke, McDonalds, and “Boomer Brand” Woes appeared first on Brand Media Studio.
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Effective Brand Evangelism: A How-To Guide

Editorial Note: I m pleased to introduce to you a new writer at the Studio Glori Blatt. The Studio invites bloggers and professionals from the marketing/advertising fields to contribute to our publication. If you would like to contribute to our discussion, please email me. Hello, my name is Glori and I m a .brand evangelist. Don t worry, there s [ ] The post Effective Brand Evangelism: A How-To Guide appeared first on Brand Media Studio.
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The Secret to Successful Advertising

I'm not one to quote Mad Men often, but there is one "Draper Line" that I think is applicable: "Clients don't understand their success is reliant on standing out, not fitting in." The post The Secret to Successful Advertising appeared first on Brand Media Studio.
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Why Alibaba wants to Buy Hollywood

The IPO of Alibaba was nothing short of amazing. China has yet to launch a global brand, and Alibaba looks as if it has all the hallmarks of becoming China’s first global brand. That said, after ringing the bell at the NYSE, Jack Ma might as well have turned to the camera and said, “I’m going to Disneyworld.” The post Why Alibaba wants to Buy Hollywood appeared first on Brand Media Studio.
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CMO This Week: September 14, 2014

The NFL gets flea flickered in the Press, Minecraft turns out actually to be a brand - and a valuable one at that, Online Media creative still sucks (shocker), Feds were putting the screws to Yahoo for 250K a day in fines, Facebook reveals a bit about how ads appear in your feed, someday planes may run on CO2 and sunshine, Steven Colbert obsoletes the iWatch before its even sold, and more, it's CMO This Week, September 14, 2014. The post CMO This Week: September 14, 2014 appeared first on Brand Media Studio.
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Rethinking the CMO Role – Expendable v. Essential

Is my goal to make people notice what we do? Or, help the company create things that get us noticed (talked about, discussed, etc.)? The post Rethinking the CMO Role Expendable v. Essential appeared first on Brand Media Studio.
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Fantasy Football: The Marketing Campaign the NFL ignored for 40 years

Fantasy Football is perhaps the most brilliant social marketing campaign ever devised. It’s hard to believe that what is now transforming the league, and has put hundreds of millions of dollars more into the league’s pocket, was an activity they ignored, reviled, litigated, and despised, for nearly 40 years. It’s a cautionary tale for marketers who are desperately wanting to ignite a fire and build a world around their brand. While it looks obvious now, the tale of fantasy football is almost too bizarre to believe, and contains valuable lessons for the would-be-cult brand makers. The post Fantasy Football: The Marketing Campaign the NFL ignored for 40 years appeared first on Brand Media Studio.
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Why Saying Content is King is a load of Crap

What's king is this - understanding simple everyday connections to an audience, and then leveraging the power of distribution channels (like social media) to make that message viral. Don't believe me? Fair enough. In one day, this father managed to own Reddit, and get half a million views of his video taunting his children on how to replace the toilet paper roll. The post Why Saying Content is King is a load of Crap appeared first on Brand Media Studio.
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Forget Spell Check, I need better fingers!

Damn you fast fingers, and faster mind. The post Forget Spell Check, I need better fingers! appeared first on Brand Media Studio.
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The Improbable Success of Ricky Gervais

My first introduction to Ricky Gervais was an unlikely one - inside Grand Theft Auto IV. While running around sleeping with strange women, beating up gangsters, driving down the sidewalk putting people up over the hood at 90 mph, and solving criminal problems with my cousin (as Niko Bellic), I wound up sitting down in a comedy club called "Splitting Sides". Inside the game there was a younger, heavier, and more unassuming character of Ricky Gervais - doing the funniest bit I had ever heard about how being fat isn't a disease. I have to tell you, I instantly loved the guy. The post The Improbable Success of Ricky Gervais appeared first on Brand Media Studio.
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Five Goal Planning Secrets to Making 2015 Your Best Year Ever

When December rolls around, I tend to get excited. For one thing, whatever occurred this year is nearly past. Whether it was good (or bad) it’s nearly over one way or another. Thus, the future of the next year holds more promise than whatever has occurred to date. For me, December is a time of reflection, planning, anticipation, and excitement. It s when I spend my time doing goal planning. So how then can you make 2015 your best year yet? Here’s five goal planning strategies/tactics that I use that might also help you get your business and career house in order for 2015. #5 – Take stock in what happened this year Whether the year has been good or bad, you need to be serious in evaluating prior performance. When performance is good, rarely do people take the time to evaluate why it was good. When performance was bad, people tend to minimize being thoughtful about why performance was weak. Neither is good if you want the following year to be better than the previous one. Take sto
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Ello – A Video Insider’s First Look

Today, I finally got invited to set up an account with Ello. I decided to video my first interactions with it so please do take a look. I give a quick overview of the service and what you can do, and you ll get to see what Ello is like. I don t see Ello becoming a major force any time soon it leaves a lot to be done. That said, I think it could emerge as a social media hub for artists, musicians, and other creative talents so maybe it s more of a competitor to Behance than Facebook? Who knows. If you d like an invite to try it for yourself contact me. The post Ello A Video Insider s First Look appeared first on Brand Media Studio.
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Can Brand Leaders Be Cultural Entrepreneurs?

Should a CMO see themselves as Cultural Entrepreneurs? This was a question I was asked a couple of weeks ago, and I ve been stewing on it thinking about it. Senior marketing professionals control vast sums of money in media, and as a consequence, they can create a lot of conditioning that affects culture directly. Don’t believe me? Some simple things that are enduring as a result of ad men: The image of Santa Claus, largely replicated in nearly every medium since 1930, was first created by Fred Mizen, an artist working for Coca Cola, and latter Haddon Sundblom, an artist hired by Coca Cola’s ad agency, D’Arcy Advertising. Albert Staehle, working for the Ad Council on behalf of the National Forrest Service, created the figure “Smokey the Bear,” a figure so iconic, it’s actually protected by its own legislation – The Smokey the Bear Act of 1952. The figure was illustrated by two artists, Albert Staehle and Rudy Wendelin. You know Dasher, and Dancer, and Prancer, and Vixen,
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Ebola, ISIS, & Death (Oh my!): How fear skews decision making

I was required to attend various briefings on security and safety during my stint as a policy adviser in the Pentagon. The threats were hardly ambiguous – the Pentagon had been attacked on 9/11, and during my time working there, there were at least two instances of armed incursions, crazies with “guns a-blazing” that tried to get inside the building. It was an environment where the guards walked around with machine guns, and it was hardly unusual for a ground to air missile battery to be parked around the building complex. The post Ebola, ISIS, & Death (Oh my!): How fear skews decision making appeared first on Brand Media Studio.
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The Seven Secret Ways Kim Kardashian, Coca-Cola, and A Stay At Home Mom, Made Millions

Interested in the title? Of course you are – that’s why you clicked. Well surprise, I’ll be more upfront than most articles similarly titled. Beyond fortune-cookie-esque knowledge, there’s no legitimate way to provide seven little know ways on nine secrets of anything. I suspect every article you’ve ever read that has the formula of the “22 ways” or the “9 Secrets” or the “Little known trick” turned out to be nothing more than link-bait and drivel. This is hardly the first time you've clicked on something, and found out it's drivel. Why? The post The Seven Secret Ways Kim Kardashian, Coca-Cola, and A Stay At Home Mom, Made Millions appeared first on Brand Media Studio.
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How much should I charge?

What if I said to you, "I have this free gift for you. It's very valuable. I offer it to you as an indicator of my worth and to build trust with you." Would you value it? Probably not. Thomas Paine perhaps said it most eloquently, "What we obtain too cheap, we esteem too lightly: it is dearness only that gives every thing its value." It might be counterintuitive to think about your marketing efforts this way, or even your products, but a simple question might be - do you charge enough? The post How much should I charge? appeared first on Brand Media Studio.
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The 4-A’s of What To Do When It Hits The Fan

I'm sure Roger Goodell would take a page from Lloyd Bridge's book, saying "Looks like I picked the wrong week to quit sniffing glue." It's been one crisis after another for the NFL, and it's hardly over. I know that challenge. For five years I was someone who often wrote speeches and helped craft strategy for probably the worst issue in Government since the US embraced the death penalty - the detention of AQ enemy combatants in the Global War on Terrorism. It was a subject that wasn't just "in the news" - but from the day I arrived (two weeks after the revelation of abuses Abu Ghraib) to the day I left - it was on the front page of every newspaper in the world. From my time managing one crisis after another, I've formulated a strategy for dealing with these constant body blows. I know they work, not because every time they were applied (hardly), but because every time they were applied, the damage was always less. Thus, as I look at the NFL, I see every one of the mistakes being made
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Where are all the Lincoln Assassination Jokes?

There is no value in leveraging “borrowed interest” from death, despair, and fear. National Tragedies aren’t good fodder for Marketing. Stop 9/11 marketing. The post Where are all the Lincoln Assassination Jokes? appeared first on Brand Media Studio.
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U2 Ushers in The Era of Content Marketing Music

Thus, I find it beyond brilliant what U2 did. Enter the age of the content marketing of music. It will undoubtedly put more money in the pockets of artists, and probably signals the final death knell of the recording industry as we’ve known it for the past 70 years. The post U2 Ushers in The Era of Content Marketing Music appeared first on Brand Media Studio.
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CMO This Week: September 7, 2014

CMO This Week Welcome to the Final Quarter for most businesses of the Year 2014! How are your marketing efforts going? Can I help you at all for next year? And now the news: NubianSkin uses social media to brand its new lines of lingerie, the WSJ laments that nobody is advertising on TV anymore, [ ] The post CMO This Week: September 7, 2014 appeared first on Brand Media Studio.
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CMO This Week: August 31, 2014

CMO This Week  Advertising in the US to hit 172B, Copyranter explores the return of the Swagger Dad, Facebook is changing its algorithm, optimizing its mobile advertising, and making a run against Google, GE says it sees itself as a media publisher, it turns out that print is still important in advertising, Amazon takes aim [ ] The post CMO This Week: August 31, 2014 appeared first on Brand Media Studio.
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“Sellebrity” Branding – Kmart & Jacyln Smith

In this podcast episode, Bryan invites friend and colleague Brenda Christensen into the studio. Brenda is a 30 year veteran of PR and Advertising and is probably one of the most talented veterans in the industry that I know. We talked about her ability to find the "hook" and her unique vantage point in seeing an unlikely pairing - Jaclyn Smith and Kmart. That's what initially piqued my interest to invite Brenda into the studio - that paring of Smith and Kmart is one of the longest running "Sellebrity" branding exercises in retail marketing history. I think you'll find the episode chocked full of amazing insights about branding, pairing, storytelling, finding the "hook" and more. The post Sellebrity Branding Kmart & Jacyln Smith appeared first on Brand Media Studio.
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