By Daylin Mantyka
Even though we took our usual holiday break in December, we still covered a lot of ground on the blog throughout the month. Leading the pack was a well-received piece by our resident neuromarker, Bob Bailly, followed by a to-the-point post on improving your presentation skills in the new year.
In case you missed any of it, here is a handy recap of our posts, as ranked by the enthusiasm of our readers:
December 11: Would you kill the Fat Man?, by Bob Bailly
December 18: Five keys to your presentation success in 2014, by Anil Dilawri
By David French
I was recently sitting at a hotel bar and overheard a circle of businessmen talking at a nearby table. I couldn’t help listening in. What I heard spaced over about an hour was strangely familiar:
- I thought I was going to get rich when I put my new patented invention on the market. Why isn’t it happening?
- It seemed like a good idea to copy my competitor’s layout. Why am I being sued now?
- I wrote some code like what I need now at my former employer’s business. I think I will check my old laptop and use it again.
- Let’s put our daughter and son’s names together and use that as our trademark. I’m sure “Mercedes-Ben’s” will stand out in the marketplace.
- There’s no point in checking name registers in the United States; we’re never going to sell product in the U.S.
- Mike is our key man in sales. I’m sure if he invents an improvement to our product that this will belong to the company.
By Francis Moran
It didn’t take long after music megastar Beyoncé dropped her latest release onto Apple iTunes with no advance warning or usual hype-fest for the armchair pundits and marketing deniers to trumpet that marketing was now dead. It’s a variation on a theme I excoriated a few weeks back where the same know-nothings tell young companies they don’t need to do marketing, they just need to go to SXSW.
In fairness to the NBC article linked above, it does go on to acknowledge that Beyoncé is a never-ending marketing machine who has spent the better part of 25 years building one of the most forceful brands in the entire global cultural marketplace. And in fairness to Kevin Roberts, the Saatchi & Saatchi CEO who was ever-so-briefly quoted in that article, his point was much less about what Beyoncé did and more about the new power consumers enjoy in the marketing equation that obliges brands to build relationships with consumers rather than just bark at them. ”She delivered intimacy. She delivered social connectivity. She delivered a transaction you can buy,” Roberts said in the original Bloomberg news piece from which the NBC article took a single provocative snippet.
By Daylin Mantyka
It’s officially the end of the working week, which means that it’s time for our usual Friday roundup where we’ve compiled a short list of the top articles we read and loved. Grabbing our attention this week were posts from Global News, Duct Tape Marketing, Ingenium Communications and ventureburn.
Social media 2013 year in review: vigilante justice
In this informative piece, Heather Loney recaps three cases of social media vigilante justice that happened in the last year: The hunt for the Boston Marathon bombers, Anonymous and justice for Rehtaeh, and the Roast Busters teen sex ring. Heather talks about both the harm and good that these social media rallies can cause and insists that coming together as a online community should be to make a positive difference.
By Francis Moran
When I moved to Ottawa in the late 1980s to head up the national capital office of what was then Canada’s largest public relations firm, the Internet was not yet even a gleam in Al Gore’s eye. My mandate was to build the company’s then-non-existent federal government business, and that usually meant large-scale, big-budget, multi-disciplinary communications efforts in support of major policy issues of the day. Unlike the current administration, where virtually all communications efforts are partisan propaganda masquerading as helpful information, the Conservative government at that time seemed to understand that it had to explain what it was doing if it was to secure a social license for what it was doing. And in that pre-Internet age, that meant print. Maybe some radio, possibly TV if it was a really big campaign, but mainly print.
Before I actually won any of those big contracts to develop and implement a six- or seven-figure campaign, I got my foot in the door by conducting audits, or evaluations, of past campaigns. Auditing past efforts required me to compare the outcome of the campaign to the stated objectives, determine whether the material produced had said the right things and whether it had said them to the right audiences.