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Brand Strategy in the Digital Era

Kodak Challenge is brand integration that works

If you are looking for innovative approaches to integrate your brand into programming and events, take a look at what Kodak has done with the Kodak Challenge. According to Jeff Hayzlett, the company’s CMO, this “branded partnership” represents a shift from Kodak’s previous approach of…

Last Updated November 15, 2012 John Ellett

Best Marketing Practices the Digital Era

Don’t “shoot” the mayor!

The context in which language is used matters. I was reminded of this last week when our team that is helping with economic development efforts in the Greater Austin area attempted to interview the mayor. We were producing a video and wanted to schedule an…

Last Updated November 15, 2012 John Ellett

Brand Strategy in the Digital Era

Comerica Bank drives deposits by giving back

How would you like to be in charge of marketing for a bank right now? Jim Weber, CMO at Comerica Bank, is a friend and a client. We had a chance to discuss the challenges he’s facing right now and which programs are working in…

Last Updated November 15, 2012 John Ellett

New Media

Are you twittering away your career?

The New York Times ran an article today entitled, “How Twitter Can Help You at Work.” While it cited some positive examples, it did not address what I believe is the biggest obstacle to business adoption: frivolous tweeting. I signed up for Twitter, Facebook, LinkedIn…

Last Updated November 15, 2012 John Ellett

New Media

Five keys to brand integration with Internet-connected TV

In previous posts I’ve commented on the emerging trend of television programming delivered via the Internet and the success that Michelob had in its sponsorship of DiggNation. To learn more about how brands can get the most out of integrating with this growing form of…

Last Updated November 15, 2012 John Ellett

The New Marketing Leader

Kodak changes FAST to embrace digital world

I caught up last week with Jeffrey Hayzlett, CMO at Kodak, who was recently named Marketer of the Year by BtoB magazine. I was curious how the company managed such a successful transformation from a leader in a rapidly declining consumer business (camera film) to…

Last Updated November 15, 2012 John Ellett

Best Marketing Practices the Digital Era

Super Bowl commercials: which ones worked?

Monday morning armchair quarterbacks are having their annual opportunity to declare “the best” commercials from this year’s Super Bowl. USA Today has a fairly sophisticated rating system. Mr. Garfield from AdAge has his opinions on video. Everyone seems to have a favorite. While I liked…

Last Updated November 15, 2012 John Ellett