Analysis & Opinion

The concept of content

It’s what we sell.  (“We have three concepts to show you today.”) It’s what we defend.  (“I hear what you’re saying, but that really changes the concept.”) And it’s how we hire.  (“Nice book, but I didn’t see any breakthrough concepts.”) We’ve even made it both a noun (“I really like that concept”) and a… Read More
Analysis & Opinion

After only one week on the agency side

As a social media consultant for the last two years, I’ve had the chance to take a top down look at the way in which a lot of agencies and companies approach social media. Often, it’s been seen as a secret sauce or magic bullet for a lagging product/campaign. It’s not that at all. Social… Read More
Analysis & Opinion

How do you make Facebook work for your brand?

Every marketer has this nagging feeling that they need to have a presence on Facebook as the social juggernaut has now passed the 200mm mark. And although it’s not rocket science, so many brands continue to fall short in this space. They either fail to build a large enough fan base, or neglect to actively… Read More
Analysis & Opinion

Q: How many ways are there to connect with a consumer? A: Seven

Following months of proprietary research, we just this month announced the discovery of Modes of the Mind™, seven distinct behavioral characteristics of the human mind that can enable communicators to precisely engage with an audience at times of maximum receptivity.  Through a strategic collaboration between our brand planning, media innovations and performance analytics teams, we’re… Read More
Analysis & Opinion

Consumer Pulse: Smartphones. So Smart, It’s A No-Brainer.

Smartphones are increasingly becoming the “third screen” in consumers’ lives. Driven by the benefits of enhanced utility and versatility, smartphone penetration will increase to about 20% of the mobile phone market within the next few years. Apple’s iPhone has initially driven smartphone growth – other brands will continue to accelerate the adoption of smartphones, including… Read More

CSX: Transporting a Brand Forward

[/caption] Challenge: Increase awareness and improve opinions of transportation giant CSX. Solution: Show that CSX is a responsible way to ship the products we love and need. CSX is one of the biggest transportation companies in the U.S., but few people know exactly what they do or how important they are to our day-to-day lives.… Read More