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  • Ideas that Change the World

    The World Wide Web was an idea that changed the world. But how has it changed us? After 20 years, it’s undeniable that the Web presents vast opportunities to find inspiration and process nuggets of creativity into full-blown campaigns…

  • Marketing Lessons From a Hospital Visit

    There may not be a more powerful marketing tool than the brand experience. It can help challenger brands steal market share from incumbents, turn customers into passionate advocates and in Children’s Hospital Colorado’s case, even advance patient healing…

  • Has Social Become the New Search?

    In the world of search engine marketing, no topic has dominated as much of the recent conversation as “social search.” Social search is the enhancement to core search engine results with social media annotations from an individual’s friends and those they follow online. The fundamental assumption is that people use social networks to connect with like-minded people, so the chances are high that “friends” will have referenced relevant content and/or websites…

  • Lifting Spirits to Launch a Product

    No industry has suffered more than building and construction in this economic downturn. Contractors have seen their business shrink and all but disappear overnight. Into this environment, USG launched a game-changing product: a new lighter weight drywall board…

  • 3 New Ways to View the Value of Ideas

    It’s ideas, not just content that drives social networks. It’s true that content acts as a kind of currency in social environments, as people share and trade on the latest information.

  • Consumers Need to Feel It

    There is no denying that consumers have more choices than ever. One of the principal challenges of today’s marketing environment is to keep existing customers satisfied so we do not lose them to competitors. Customer loyalty has taken space from what used to be the primary marketing focus of customer acquisition…

  • Five Roles of Successful CMOs

    In a recent discussion of some CMOs on making a difference within their first 90 days, it was interesting to see the focus on the timeline and process needed to quickly on-board, make recommendations and create impact. Urgency was paramount. Risk, very high. It spoke volumes about the pressure keg many CMO s find themselves in…

  • Redefining the Creative Team

    It’s time to burn the berets. The sanctity of the ad agency creative department used to be the exclusive domain of very special people. Super creatives dwelled there, using secret handshakes, runic noodling with pencils and cryptic eye movements and gestures to create advertising that was often overtly conceptual…

  • Cultivate Inspiration

    In this ideas business we’re living in it’s vital we find ways to constantly refresh our minds with great visual, musical editorial, artistic and inspirational experiences. We are bombarded by so much unfiltered trash content that sometimes we drown in mediocre information….

  • Social Media IPOs: The Next Bubble Or Economic Salvation?

    LinkedIn started the latest round of Social Media IPO mania with a now $7.11B valuation, followed quickly by Groupon’s SEC announcement of its intent to raise $750M for their IPO.  2011 is the “Chinese Year of the Bull” with RenRen, Kaixin001, and s…

  • Your Brain At Work - AdVoice: SAP

    Most of us view work as a kind of economic transaction: people exchange labor for financial compensation.� Depending on the job, increased quantity of labor (number of hours) or increased quality of labor (bonus or promotion) results in increased co…

  • A House In The Cloud - AdVoice: Microsoft

    AdVoice: This article is commissioned by Microsoft Corp. The views expressed are the author’s own. My husband and I applied for a home loan recently. It was painful. Lenders these days require just about every personal artifact except blood and urin…

  • The First 200 Days Of A C-Suiter Tweeter

    Six months ago, I was soundly in the camp of those senior executives who regularly mocked the very notion of Twitter. With a daily e-mail inbox pinging in the near four figures, I argued then, “Why on the good green earth would I even contemplate op…

  • Reputation, Reciprocity Keys To Small Business Advocacy

    Recently I attended the Corporate Executive Board’s Enterprise Council on Small Business (ECSB) Summit in New Orleans with several colleagues. Amazing time! Great insights on Twitter for marketers interested in engaging their small to medium-sized b…

  • B-To-B Has Ceased To Be - AdVoice: Gyro

    I’ve been as close to b-to-b as anyone for 30 years; arguably one of the category’s most ardent and conspicuous champions. Of all the times I’ve been quoted, the conference addresses I have made and articles I have authored, none have ever evidenced…

  • Brand Relevance In A Tech-Numbed World

    AdVoice: We live in a digital world and bright new technologies are bringing us together as never before. In just one click we can share our innermost thoughts with millions of other people. We can do anything from swapping pictures of kittens to br…

  • B2B Marketers Take Their Seat At The Table

    AdVoice: In 2004, I was part of research project with a professor at the Kellogg School of Management and the CMO Council that sought to understand what senior marketers believed to be critical for their success.  The most common response was a seat…

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