I'm continuing the disruptive creative theme this week with an entry from the Czech Republic. Having recently returned from travelling there, and having used the services of Vodofone and an European SIM card purchased from them to keep the price of overseas data use reasonable, I have to say I not only love their approach to advertising, but what a deal compared to my Canadian … [Read more...]
How SWOOP disrupted the airline industry
On Feb 1st Westjet announced that their ultra low cost carrier sub brand, Swoop would begin servicing markets in Canada with fares as low as $7.50 one-way for flights between BC and Ontario between June 20 - Dec 15, 2018 with blackouts on long weekends. No misplaced decimal in that statement, yes a $7.50 fare, not $750. Naturally the news spread like wildfire. The catch … [Read more...]
Facebook algorithm changes: 10 things you need to know in response
You’ve have no doubt heard something of the latest Facebook announcement that will significantly change the algorithms in how content is delivered to your feed. The changes are being made in the face of two threats to their business model. They need to respond to fake news being spread on their platform with the use of highly sophisticated bots, in addition to just plain … [Read more...]
How media amplifies a message: H&Ms Coolest Monkey PR fiasco
This week H&M learned that racism and marketing don’t go well together. Fueled by the ever-increasing views that only the combination of traditional and online media along with amplification of social media could provide, the brand has become mired in a slew of bad publicity. Earlier this week, H&M was forced to apologize and order a mass withdrawal of stock after … [Read more...]
Build your audience first, then create your product
Howard Schultz, the founder of Starbucks, created the notion of “the third place.” The third place wasn’t work and it wasn’t home, but it was a place where you could simply relax with a coffee or engage in a meeting outside the office. This week we’re going to consider a “third way” of approaching marketing. As Shultz did, I’d like to propose that the third way, is the way of … [Read more...]
