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The Power Of Words: A Demonstration of How To Create Engagement Wednesday, April 9th, 2014
This is what gets us jazzed about our work - it is our passion, our raison d'être - as demonstrated in the video above. This is what we believe, and what we know: Words are powerful. Words can change the world. Words backed up by consumer experience with product change the business fortunes of our clients, to Own The Conversation® within their competitive category. In a world overloaded with marketing messages attempting to break though…
Stretching The Reputation Equity of Nate Silver and FiveThirtyEight.com Tuesday, April 8th, 2014
Nate Silver, who grew his reputation equity and became a pop culture icon as elections forecaster, creating two respected brands, on March 17 launched his new ESPN-backed FiveThirtyEight.com. Since then, has Silver broken the brand promise of data analysis rigor on which his personal reputation equity has been built, as well as that of FiveThirtyEight, through a case study example of brand overreach? Indeed he has. For those unfamiliar with Silver, after focusing on baseball statistical analysis early…
Stretching The Reputation Equity of Nate Silver and FiveThirtyEight.com Tuesday, April 8th, 2014
Nate Silver, who grew his reputation equity and became a pop culture icon as elections forecaster, creating two respected brands, on March 17 launched his new ESPN-backed FiveThirtyEight.com. Since then, has Silver broken the brand promise of data analysis rigor on which his personal reputation equity has been built, as well as that of FiveThirtyEight, through a case study example of brand overreach? Indeed he has. For those unfamiliar with Silver, after focusing on baseball statistical analysis early…
Observations on Today's iPhone 5c and 5s Introduction Tuesday, September 10th, 2013
Exactly. Could not agree more. Rather than price, the iPhone 5c is all about product extension - extending Apple's iPhone brand without diluting reputation equity. A savvy strategy to grow the iPhone as a product family, much like the Apple MacBook product offering of both MacBook Air and MacBook Pro. Product extensions are often misguided and fraught with peril, with brand and product managers often overlooking Product Extension 101: The easiest way to destroy a…
In Marketing, The Disproportional Power of the Five-Word Sentence Wednesday, March 12th, 2014
In 1975, author and journalist Tom Wolfe offered this lesson on the disproportional power of the short sentence: Express your most powerful thought in the shortest sentence. For brands and copywriters everywhere, a powerful discussion of simplicity courtesy of Roy Peter Clark in The New York Times. Read the full story here.
The WHISPER Legacy Blog; Different From The Beginning Tuesday, August 13th, 2013
Within a year after creating WHISPER and launching our site, in 2005 Fast Company recognized the WHISPER blog among a select handful offering on-target insights: The always-slippery topic of branding becomes more so on the Web, where "brand" bloggers typically spill the most ink on, well, blogging. We found three that offer on-target insights. Fast Company said this: "WHISPER offers good musings on strategy" When looking back on the Fast Company piece, also of interest are the agency blogs…
The Difficulty With Focus Groups Wednesday, May 29th, 2013
"If I had asked people what they wanted, they would have said faster horses." – Henry Ford
What You Read on Twitter Not Representative of the Real World Tuesday, March 5th, 2013
Surprise, surprise. Twitter users are not representative of the public. Read more about Twitter and social media realities in this from Pew Research.
