Archived Entries for brand

Four Online Gimmicks that Failed

I recently wrote an article for iMedia Connection called 4 Online Gimmicks that failed. Some hightlights: ARTICLE HIGHLIGHTS: When telling a story, make it at least tangentially related to the brand Although it’s cliche, participating on equal footing with consumers is a necessity Once you’ve established a circle of trust, it is critical that you [...]

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The Michelin Guide: Brand as a Service, circa 1900

I’ve been chipping away at the stack of New Yorker magazines that have accumulated on my nightstand recently. One of the better articles was John Colapinto’s “Lunch with M.” from the November 23, 2009 edition, in which he tags along with a reviewer for the New York edition of  the Michelin Guide.  I’ve been thinking about ways we, [...]

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