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Brand Strategy in the Digital Era

What can the Tiger Woods affair(s) teach us about branding?

That was the question posed on LinkedIn this week and I had to respond. Here is my response. 1. Be remarkable and you build your brand. 2. Lose your integrity and you destroy it. Of course, this begs my follow-up question: Which is harder: being…

Last Updated November 15, 2012 John Ellett

Best Marketing Practices the Digital Era

Analog skills in a digital age, part 1: story telling

In an age of 140-character tweets, 50-slide PowerPoint presentations and multi-pivot tabled Excel spreadsheets, some of the most effective skills marketing leaders need will be analog. Yes, in a digital age it will be imperative that leaders develop the analog companions to their digital proficiencies….

Last Updated November 15, 2012 John Ellett

The New Marketing Leader

Attributes of an effective marketing leader, part 7: initiative

Time is neutral and does not change things. With courage and initiative, leaders change things. This quote from Jesse Jackson summarizes the essence of the seventh attribute of effective marketing leaders – initiative. Leaders don’t wait to be told what needs to be done. They…

Last Updated November 16, 2012 John Ellett

Best Marketing Practices the Digital Era

Super Bowl: Commercials overshadowed by football

Today is the annual “Monday Morning Quarterbacking of Super Bowl Commercials” day. And unlike many years, the football game was better than the commercials. The Drew vs. Peyton battle was great. Most of the commercials, not so great. Here are my picks for Best, Worst,…

Last Updated November 15, 2012 John Ellett

Brand Strategy in the Digital Era

Super Bowl: When “great” ads can be poor marketing

This Sunday is the big annual event for television advertising, the Super Bowl. Many people tune in more for the commercials than for the game itself. And many of the spots will make a positive impact for their marketers. But looking beyond the “most liked”…

Last Updated November 15, 2012 John Ellett

Best Marketing Practices the Digital Era

Is comparative advertising a good strategy?

You can’t watch television today without seeing Verizon touting that its map is better than AT&T’s. Or AT&T rebutting with how much better its 3G network is. If you’ve read a major magazine lately you have probably seen GM compare its models to its leading…

Last Updated November 15, 2012 John Ellett