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GE, Dell Solidify Boston as Hub of the ‘B2B’ Universe
A shorter version was published in the Boston Business Journal, March 18, 2016. In this season of political hostility, a Democratic mayor and a Republican governor ran a unified campaign to persuade GE, America’s eighth-largest company, to move its headquarters to Boston. While that may be the biggest upset…
There’s More to Snapchat Than Disappearing Pictures
Pop culture is crawling all over Snapchat. It’s in the news. Your kids use it. Maybe even you use it (but probably not). Everyone (particularly parents and marketers, but for very different reasons) wants to know: Why is Snapchat making waves, especially amongst the teen community? Teens are a part…
Save the World. And Pass the Cheese Dip.
We all know the numbers. A cool five mil for 30 seconds to be a part of the big show. Which for some brands is a drop in the Beechwood aged bucket to reach all those eyeballs. But in today’s ROI driven marketplace, where measurement and analytics rule, the expectations…
Measuring PR Success
It’s January. New year. New campaigns. Do you know what your client’s goals are? Not just the high-level business metrics; the tangible, measurable goals that your communications program is working toward. How about their benchmarks? Those from which you can derive whether you did more – or more for less….
A Mobile Shift in Healthcare Marketing
Near the end of a recent medical appointment, my doctor directed me to download the office’s app. Good move. From my phone, I now can access my medical charts, make an appointment, email my doctor and even refill my prescription. In the age of convenience and the desire for everything…
Shaving the Truth in Twitter Battle?
Disruptor brands by their very nature unsettle the status quo. Gillette, the global marketing behemoth, has proven it knows how to promote and sell product. But are the shaving disruptors and the changing world of social media exposing cracks in Gillette’s marketing armor? As rock legends Spinal Tap pointed out,…
Drafting a Better Defense for Fantasy Sports Crisis
During the 2002 Breeders’ Cup at Arlington Park outside Chicago, a senior programmer from Autotote, the company that processes the majority of wagering on horse racing in the U.S., accessed the system after some of the races had been run and altered betting tickets played through a cohort’s telephone account…
The Truth About Marketing to Millennials
Getting off the subway this morning, I made a point to track how many apps I opened on my iPhone during my commute. Listening to Noah Gunderson’s new album on Spotify was keeping me entertained at the beginning of my MBTA journey, until a loud mobile ad started playing. Do they really think I want...
Branding Google
Few will argue that Google is one of the most important brands in the world. The company is much more than its eponymous search engine. From Android phones and YouTube to Nest and self-driving cars, Google never stops thinking or growing. But its innovation hasn’t touched its own branding for…
Five Things You May Not Realize You’ll Need for a Successful IPO
Young growth companies find no shortage of advice on nearly every aspect of building a business – from early investors, consultants, management books or the business press. But on the road to a potential IPO, one critical aspect is often overlooked: communications. This can be a painful lesson. Success attracts attention. It’s…
