Brand Architect tag:typepad.com,2003:weblog-185901 2012-02-15T09:15:40+02:00 thinking and observations of patrick collings TypePad BrandArchitecthttp://feedburner.google.com When Brands Fail to Realize What They Have tag:typepad.com,2003:post-6a00d8341d55ee53ef01630169ff19970d 2012-02-15T09:15:40+02:00 2012-02-15T09:15:40+02:00 I came across an interesting observation by consumer market researcher Robert Passikoff of Brand Keys who noted that “Kodak is going to stop doing what they were once the first to ever do. No, not produce Kodachrome. They stopped that... pjcollings As Print Media Embraces Video, So Must Brands tag:typepad.com,2003:post-6a00d8341d55ee53ef0163012f2cf9970d 2012-02-11T11:56:50+02:00 2012-02-11T11:56:50+02:00 Increasingly print news media are embracing video in the online arena and that further heightens the need for brands to use online video as a way of telling their stories. The New York Times reported recently that the Internet and... pjcollings The Stages of a PR Disaster tag:typepad.com,2003:post-6a00d8341d55ee53ef016761dd54f7970b 2012-02-07T08:34:50+02:00 2012-02-07T08:34:50+02:00 Tom Fishburne succinctly captures the failure of many brands to respond to a PR disaster in the cartoon above. Tom writes in his accompanying notes that: “PR crises are nothing new. The field of crisis management originated with the environmental... pjcollings Unilever Spends More on Ads, Less on Agencies tag:typepad.com,2003:post-6a00d8341d55ee53ef016300d49a06970d 2012-02-06T11:40:54+02:00 2012-02-06T11:40:54+02:00 Unilever recently added to the writing on the wall for traditional advertising agencies when it announced that whilst it increased its marketing spend in 2011, it had cut spending on advertising agencies and production companies. Speaking last week at Unilever's... pjcollings Brands as Content Curators tag:typepad.com,2003:post-6a00d8341d55ee53ef0168e61f7ad4970c 2012-01-26T17:45:51+02:00 2012-01-26T17:45:51+02:00 Much as been written recently about brands as publishers of content bypassing traditional publishers and creating their own communication channels primarily in the digital arena. Josh Sternberg writing in the DigiDay blog argues that some brands should consider themselves content... pjcollings What Brands Should Know About Their Consumers tag:typepad.com,2003:post-6a00d8341d55ee53ef016760b8a541970b 2012-01-18T08:16:07+02:00 2012-01-18T08:16:07+02:00 trendwatching.com is a great resource for identifying emerging consumer trends garnered from their global network of hundreds of trend spotters. They have just released their latest report on consumer trends that brands should be aware of in 2012 and, as... pjcollings Between Analysis Paralysis and Costly Haste tag:typepad.com,2003:post-6a00d8341d55ee53ef016760a15457970b 2012-01-16T18:30:15+02:00 2012-01-16T18:38:02+02:00 Competent market research and analysis is vital, but in today’s volatile, uncertain, complex and ambiguous environments, too much research and analysis can be costly as Tom Fishburne demonstrates in his cartoon above. Tom writes in the notes accompanying the cartoon... pjcollings Using Technology to Tell Brand Stories tag:typepad.com,2003:post-6a00d8341d55ee53ef016760360634970b 2012-01-09T04:41:16+02:00 2012-01-09T04:41:16+02:00 Amid all the marketing predictions for 2012 was the one above from Christian Haas, executive creative director at Goodby Silverstein & Partners, and reported by The Wall Street Journal in their prediction round-up. I liked Haas’s prediction because it encapsulates... pjcollings Mass Market Digital Trends tag:typepad.com,2003:post-6a00d8341d55ee53ef0162fe117c1e970d 2011-12-20T08:19:45+02:00 2011-12-20T08:19:45+02:00 At the this time of the year, predictions for the upcoming year abound: some are good, some are obvious and some aren’t going to happen. Wayne Arnold, co-founder and global CEO of digital agency Profero, has put together a list... pjcollings Social Media Snake Oil tag:typepad.com,2003:post-6a00d8341d55ee53ef015393c2bb2b970b 2011-11-30T00:30:58+02:00 2011-11-30T00:30:58+02:00 Marketoonist Tom Fishburne is spot-on with this cartoon. In his cartoon notes, Tom speaks of how social media is moving beyond the undeliverable hype of a snake-oil salesman promise to science where more meaningful, measurable and successful social media interaction... pjcollings Brand Communication and Interaction in Your Palm tag:typepad.com,2003:post-6a00d8341d55ee53ef0154377c0d0c970c 2011-11-27T17:59:07+02:00 2011-11-27T17:59:07+02:00 In case anyone needed convincing, brand communication and interaction is increasingly happening in the palm of the target audience’s hand. Recent research by Neilsen Mobile Insight into the South African mobile phone market shows just how important the mobile phone... pjcollings Brand Strategists Should be Accredited tag:typepad.com,2003:post-6a00d8341d55ee53ef015393a4099d970b 2011-11-27T09:58:01+02:00 2011-11-27T09:58:01+02:00 I am at the forefront of brand consultants and strategists having to receive industry accreditation before being allowed to practice. Lawyers, accountants, architects, etc must and so should the people who charge for advising firms on the critical element of... pjcollings