Staying Alive: Creating Immortal Brands
When The Official Preppy Handbook came out in 1980, it was hailed for striking a perfect pitch as a field guide to being a prepster while gently lampooning the old money WASP lifestyle. Everyone was in...
View ArticleBeyond the Olympics: Why Niche Sponsorships Are Gold
Columbia sponsors several Muddy Buddy mud runs throughout the country. While the world’s top athletes are competing for gold and glory at the 2012 Olympics in London, a small group of running and...
View ArticleWhat Big Brands Can Learn From Small Companies
As an active Twitter user and scanner, I’m constantly prowling for Tweet-worthy articles and insights to share with my followers. But, like every multi-tasker, over-committed,...
View ArticleCreating Clutter-Busting Branded Content
What’s the latest shiny object in the marketer’s toolkit? Branded content…or native advertising…or brands as publishers. Whatever you call it—and even though it has been around for decades– content...
View ArticleContent Marketing: A Playbook
In my last post, I called out examples of marketers including Nissan, Pepsi and the Standard that are getting it right when it comes to creating brand content, and shared a few ways we’re repositioning...
View ArticleWant to Inspire Innovation? Reward Risk Takers
Forget reality TV; I want someone to bring back the Muppets. Irreverent, ridiculous, mindless, heartfelt fun, the Muppet Show (and even the bad Muppet movies that show up every couple of years) holds...
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