Analysis & Opinion

Game changing questions for service marketers

While working with our service-industry clients to assess their brand and business-building strategies and programs, typically we begin by asking some potentially game-changing questions: What’s your plan for branding from the inside out? Are your employees steeped in the brand? They better be, because the strongest service brands today are built on an employee base… Read More
Work

Seven questions with a seal/athlete/Boston superstar

You rarely do endorsements/ads. Why now? I’ve always been about the game.  I was brought up being told no seal is bigger than the game. So I just felt putting myself out there to sell sports drinks, shoes, or deodorant would be selfish.  Since I wouldn’t know what to do with any of them. The… Read More
Work

EMBARQ: New Economy + New Consumer Target = New Platform

Challenge: Begin with deteriorating economic realities, add telecom price wars and a redefined consumer target (families with kids under 18) and you’ve got the conditions for a smart new messaging platform – one that acknowledges the changing times and target audience. Solution: Leverage the reasons that families are spending more time at home together—changing lifestyles, life stages… Read More
Analysis & Opinion

Who’s afraid of the big, bad meme?

The first time you see it, you don’t think much of it. It’s a video of a cat playing the keyboard. It’s a one-hit wonder from the 80s. It’s David Caruso. You hear the whispering at work, on the bus, in line for groceries. The topic just keeps popping up: a shared joke among the… Read More
Analysis & Opinion

Saving Face in Facebook

Facebook has an identity crisis on its hands. When the company opened up fan pages so you could have a customized name (facebook.com/YOURNAMEHERE) a torrent of URL name grabbing took place on a scale not unlike greedy Gold Rush prospectors grabbing land out West in 1849. Now fans could also make their page look even… Read More
Work

General Motors Environmental and Energy Strategy Board

General Motors Environmental and Energy Strategy Board In 2004, Mullen was hired by General Motors’ Energy and Environment Strategy Board (EESB), which is responsible for developing GM’s global energy and environmental strategy. EESB members include senior leaders from Communications, Engineering, Powertrain, Worldwide Facilities/Manufacturing, Public Policy and Legal, and the Research and Development and Planning area. We… Read More
Work

Wachovia PR

Background Wachovia Securities Corporate and Investment Banking business was born of the merger of First Union and Wachovia. As part of an overall financial institution including a retail bank, wealth management, and a national brokerage, the corporate and investment banking group has become an emerging leader in the integration of the two sides of corporate… Read More