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Brewing Consumer Experience
Are you helping your audiences experience your brand the way they want?The answer has a lot to do with how you market to them, engage them though communications channels and how you design and package products that meet their expectations.This type of brand introspection has played out with an increasing number…
Branding Your Company’s Conscience
You’re going to get something wrong this week. Maybe today. Every organization does. And your customers know it.But how should you handle that mistake when it touches the heart and soul of your brand?That’s a question that has confronted a number of successful companies. Take Timberland, for instance. Driven by its passion…
Welcome to the Future
I’ve never watched an NBA D-League game and, even as a college hoops junkie, can’t say that I’ve ever been tempted. But I wonder if all of us in the content business should glance at one this winter. Not for the basketball but for the platform on which it will…
The Marathon That Wasn’t
Last week I was carb loading in preparation for my first marathon. Then disaster struck.On Monday, as Sandy loomed, I began contemplating other race options in the event that the New York City Marathon was canceled. On Tuesday, Mayor Bloomberg announced the race was on, so I refocused. By Wednesday,…
Why a PR Bounty Will Damage Your Brand
If you have strep throat, a lozenge isn’t going to provide lasting relief. You need a professional who will diagnose and treat the problem with something more powerful. As a maker of “softish cough drops,” Pine Brothers probably knows that about its product. Apparently it doesn’t realize the same holds true for…
The Mobile Toddler
He doesn’t have a job or any money. He can’t tie his own shoes, count past 10 or spell his name. But he’s fast becoming a coveted consumer. That’s because my youngest son, not yet three years old, is pretty adept at using the iPad and iPhone. Flipping through my…
Verizon’s Low 5
I’m told that an iPhone 5 is headed my way Friday. At least, that’s what the Verizon rep relayed, not what the Verizon website read. Were I to believe the latter – and it was convincing during some frantic moments over the weekend – there was no record of my…
To Inform or Commemorate?
In PR we absorb, study and work with the media every day. But that doesn’t mean we’re not left scratching our heads over certain editorial decisions. Tuesday marked 11 years since the 9/11 attacks. While the memory is still fresh in so many Americans’ minds, many news organizations seem to…
Content Strategy for the Web
Without content, a website is nothing but logos and oft-neglected promises that something is “coming soon.” Content, besides being the sole reason for a website’s existence, forms the root of all decisions about a website’s form and purpose.It’s a very common pitfall in web development: the site-map, wireframes and design…
Zeroing In on the Consumer
You know those life-altering choices you face every day? Harpoon or Sam Adams? Black raspberry or mocha chip?P&G calls them the First Moment of Truth, when the consumer settles on what to buy. Studies tell us it often happens in the first seven seconds.But there’s a big step before any…