Social media has upped the game of customer relationship management. Gone are the days when you would write a complaint letter and wait for a reply, or leave a frustrated message on an answering service, often to be forgotten or ignored. Those complaints were one to one. Today’s complaints are quite apt to reach one to millions. Social media and smart phones have put … [Read more...]
Russian disabled parking campaign uses 3 components of great storytelling
It's hard to believe it's Nov 2nd. I was out last week on a pumpkin retrieval mission with my daughter leading up to Halloween. Last year I left it too late and the only thing left was an oversized and overpriced green and white squash, which we carved into Casper the ghost, given its kidney shaped figure. After three stops and sold out pumpkins, it was starting to look like a … [Read more...]
Dove’s “choose beautiful” campaign reinforces commitment to long term strategy
Whether you love Dove or hate them, think they connect well with their target group, or are pirating a cause to hawk their wares, you can’t argue with the consistency or their messaging. Last week Dove launched another iteration of their "real beauty" campaign with #ChooseBeautiful, a global experiment spanning San Francisco, Shanghai, Delhi, London and Sao Paulo featuring … [Read more...]
Opportunities in the sharing economy
Sharing, it's a hard concept for some to grasp, particularly when our society has been driven by acquisition and ownership as a demonstration of success. I'll admit freely that as an only child (albeit with cousins by the dozens that often made me feel like a sibling), I didn't get schooled early on sibling rivalry and sharing. Thank goodness my own kids, a little over 3 years … [Read more...]
Dove patches: from tricks to truth & remaining true to their positioning
I'm a huge fan of Dove. I love the approach they have taken over the last 11 years with their "real beauty" campaign, advocating empowerment and beauty from within. I've commended them many times for remaining true to a big idea, as part of their brand values. That said, they've taken some heat with their latest campaign installment called Dove patches. It was launched … [Read more...]