I remember well a day back in 1988 when the advertising sales department at the Georgia Straight, Vancouver’s urban weekly where I was working at the time, fell in the cross hairs of activists on behalf of the inhumane treatment of animals in the commercial fur trade. You see, long before desktop publishing, newspapers were constructed like puzzle pieces – ads created and then … [Read more...]
Content marketing is hot, but is it time to kick a few platforms to the curb?
Pass the Louisiana Hot Sauce, cayenne pepper or Tabasco. “Content marketing” is hot. The Content Marketing Institute (yes, there is now an institute devoted to the study of this thing that didn’t exist a couple years ago, that we all now need), defines content marketing as: “A strategic marketing approach focused on creating and distributing valuable, relevant, and … [Read more...]
People don’t choose brands, they join them
People don’t CHOOSE brands, they JOIN them. That’s a pretty powerful statement if you pause to think about what it actually means. “Choosing” is about making a selection for now. It’s transactional and it may or may not be repeated. “Joining” is about commitment, now and into the future. It’s about being with others who share you interests and values. The notion of … [Read more...]
Loyalty = Being made to feel special
Valentines Day having just passed, I can’t help but draw parallels between personal relationships and customer relationships, and the reasons we remain loyal. In it’s simplest form, we are loyal to those we trust and who make us feel special. It’s not about loyalty cards and points, or in the case of personal relationships, gifts unto their own. It’s about the feeling that is … [Read more...]
Hotel overstay policy that challenges convention: A brilliant transparent promotion
Good relationships are based on honesty, and building relationships is at the core of a strong business. Yet for some companies, true transparency, and by default, apparent honesty, can seem lacking when guised in corporate policy. We now seek out brands that are honest, flaws and all, because it feels like we can trust them more. For a brand, being transparent and … [Read more...]
