Marketing is sometimes perceived as deceitful or manipulative, with a goal to make us buying things that we don’t really need or at unfairly high prices. It may also be viewed in an oversimplified manner, as “common sense” and “creative thinking”, limited to promotional activities and advertisement. On this site I will focus on positive aspects of marketing - changing the world for the better, establishing new trends, providing great customer service, engaging and creating shared value, corporate social responsibility and sustainability. I will also tell you how successful marketing strategies are rooted in understanding human psychology.
"The idea of writing a press release—for me—feels like the worst thing imaginable. I'd rather be able to tell an interesting story." Those are the words of Ben Tamblyn, Manager of Storytelling at Microsoft and the man behind Microsoft Stories, one of the most impressive long-form brand storytelling projects we've seen. At last week's Contently Summit, Tamblyn joined Carrie Parker, VP of Content Innovation at American Express, to discuss how to create truly engaging brand stories and measuring th
Unfortunately, most entrepreneurs don’t have the time it takes to do effective content marketing by themselves. It’s a team effort, and if you lack a solid team, you’ll be forced to forego a strong content presence.Content comes in many shapes and sizes.
This Temkin Group webinar with Aimee Lucas and Bruce Temkin discusses how organizations can use some of the principles of positive psychology in their ...
One of my favorite things about social media is that it’s still such a young and new form of communication. It feels too early to take anything as a given, so we’re all experimenting, testing and learning together.
The campaign's anthem spot, which has pulled more than 250,000 views on YouTube in under a week, will also be shown in movie theaters across the country this summer. The effort includes digital and display content, billboards and radio.
For marketers, brand-building means assembling different groups of customers in different ways, using all of the tools available, writes columnist Gordon Wyner.
Ever since the word “viral” (in relation to content) entered the general lexicon of the internet, achieving it has been the ultimate goal of every person publishing content online. As coveted as this goal has become however, actually “going viral” in any kind of consistent way has...
Content marketing isn't nearly as important as doing content marketing correctly, and knowing that it ultimately comes down to the audience and how well they're targeted.
The television effort, "Salt of the Earth," via Houston-based independent Lopez Negrete Communications, aligns the brand with the "sweat Latino workers put into building a life for themselves and their families."
Storytelling in marketing refers to the usage of a narrative to improve advertisements, inbound activity or social media campaigns - and anyone can use it.
Coca-Cola Great BritainCoke wants to let Londoners know whether their glasses are half empty or half full this summer.Coca-Cola plans to tell people in London
http://truvenhealth.com/ Linda MacCracken, vice president, advisory services at Truven Health Analytics™, discusses best practices in healthcare marketing, ...
Brands telling stories is nothing new. What is new is the focus on the concept, with the rise of content marketing and social media. Seventeen years ago when I first started in marketing and bran
The best brands have a clear sense of identity and they try not to muddy the waters. Work with the brain’s laziness. Accept who your brand is, and make the most of what you’ve already got.
"The best brands have a clear sense of identity and they try not to muddy the waters. Work with the brain’s laziness. Accept who your brand is, and make the most of what you’ve already got."
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How Microsoft and AmEx use storytelling in their content marketing