Marketing Make-Up Applied is Illusory
By Robert Wheatley

Did you notice the elaborate animation commercials from United Airlines during the Olympics? Beautifully done. Engaging. Interesting. And perhaps also a waste of time and dollars. Bob Garfield, AdAge… Read More»

The sublime intersection of understanding your audience and effective engagement… Bravo!!
By Robert Wheatley

Business goal: effective introduction of a major new product. Launch strategy: deliver the news in a meaningful way by surrounding the potential… Read More»

In his viral_marketing.pdf on Viral Marketing, digital media expert David Meerman Scott recites the story of Cindy Gordon, Vice President of New Media and Marketing at Universal Orlando Resort, and her groundbreaking effort to successfully launch a new Harry Potter themed attraction… Read More»

Starbucks Dilutes Original Passion
By Robert Wheatley

Starbucks and I are old friends. We go way, way back. All the way to Seattle where my agency career started at an Ogilvy & Mather owned firm called Cole & Weber — and before the brilliant Howard… Read More»

The importance of authenticity against masquerading brands

Right now, it’s David vs. Goliath in the pet food business. Already a hot category and getting hotter even in tenuous economic times, pet food is rife with major combatants like Mars and Proctor & Gamble — deep-pocketed behemoths with bigger marketing budgets than boutique rivals may have in gross sales. Read More»

Identifying the seeds of motivation in the face of slimmed pocketbooks

AdAge, in a recent article, sums up the current economic forces that are now driving consumer behavior. The author suggests the top diet companies may be in for an earnings diet of their own. Read More»

Sound advice from the Dean…

Saw this quote the other day and thought it was worth mentioning here:

The semi-secret life of PR in brand building…

Reading David Balter’s (founder of Boston-based BzzAgent) interesting and engaging new book, The Word of Mouth Manual, Volume II, served as inspiration to take a moment Read More»

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Distilling the marketing game to its core essence

We recently saw a whiteboard presentation at Tom Asacker’s web site
that’s definitely worth a look. Read More»

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