Mark the date April 4, 2016 in your memory. At some point in the future, this date will have huge significance. Elon Musk is also likely to roll off your tongue with the same broadly shared recognition that the name Steve Jobs from Apple does. That's because April 4th is the day that Tesla pre-sold 276,000 Model 3 cars worldwide, with an estimate to hit over 500,000 well before … [Read more...]
How to manage negative publicity: 5 lessons from Coors Light #BraveTheCold out of bounds skiing campaign
Somebody at Coors Light had a horrible, no good, very bad day last week. Several people at Rethink, a well respected Vancouver advertising agency responsible for the #BraveTheCold campaign, also likely had a sleepless night trying to put the breaks on creative that was set to launch that week, after negative publicity threatened to take over. And that doesn’t even credit the … [Read more...]
Content marketing: A strategic slow boil to sales success
Content marketing is when you produce content (articles, images, videos, podcasts, white papers, info graphics, blog posts, books etc) or earn coverage that is tied to your brand, and distributed in such a way that it positions you well in the mind of your target consumer, and over time it causes them to do business with you. Think of it as a slow boil. Here are 5 … [Read more...]
Leverage your content like a MEDIA MOGUL
One of the presentations I am often asked to do is “Think Like a Media Mogul: How to manage multiple channels and create content that positions your brand." It seems to resonate with business owners and marketing managers who struggle with how to leverage smaller marketing budgets to get more visibility and clout. With special thanks to NYIT (New York Institute of … [Read more...]
How #WestJetChristmas Miracle 2015 earns authenticity in the jaded airline space
Leading brands know who they are, and more importantly who they ARE NOT. They are conscious of what matches their style and resonates with their audience. They find authenticity in the space that they occupy. Westjet is one of those brands. Westjet has been doing the Christmas miracle since 2012, an annual feel good campaign of sorts, that spreads good cheer in their … [Read more...]
