tag:typepad.com,2003:weblog-507584 2012-12-19T16:38:34-06:00 We're living in the golden era of marketing where there are more ways to connect with the customer and drive sales, than ever before. The BrandingSoapBox explores all of the various ways brands are trying to build brand equity & create value for their organization - whether through digital, social media, retail experiences, offline advertising and more. TypePad tag:typepad.com,2003:post-6a00d834524b6f69e2017ee66db0c1970d 2012-12-19T16:38:34-06:00 2012-12-19T16:38:34-06:00

However, there is a blending of world's starting to happen that is a canary in the coalmine. The maker subculture has been slowly showing up in unused corners of ad and digital agencies over the past couple of years. In cities around the world, hacker spaces have been popping up giving people that have a technology, DIY propensity to get together and make things. Many of these people are now becoming creatives in the ad and digital agencies as they evolve from the traditional advertising of yesteryear into evolution of connecting with buyers in new ways.

Paul Marobella http://www.brandingsoapbox.com/2012/12/will-macgyver-be-your-next-creative-director-.html tag:typepad.com,2003:post-6a00d834524b6f69e20177442b1307970d 2012-08-16T12:01:15-05:00 2012-08-16T12:01:15-05:00

Today, I am thinking about what the future looks like for the new company that I have been entrusted with and it reminded me of an Impossible Future that a team I worked on some years ago set for ourselves and achieved.

Paul Marobella http://www.brandingsoapbox.com/2012/08/creating-an-impossible-future.html tag:typepad.com,2003:post-6a00d834524b6f69e2016767c39492970b 2012-06-22T10:48:00-05:00 2012-06-22T10:48:00-05:00

TBWA's New Approach To Digital So, is this TBWA's way of making a declaration that standalone digital shops are a thing of the past? Said Mr. Carroll: "I don't know if they are a thing of the past, but I...

Paul Marobella http://www.brandingsoapbox.com/2012/06/tbwa-proclaiming-digital-should-be-integrated-wait-what-.html tag:typepad.com,2003:post-6a00d834524b6f69e20168eac18617970c 2012-04-26T09:10:58-05:00 2012-04-26T09:10:58-05:00

digital is dead, marketing is dead, social is dead, strategy is dead, the big idea is dead: AY CARAMBA.

Paul Marobella http://www.brandingsoapbox.com/2012/04/new-marketing-rule-declaring-things-dead-is-dead.html tag:typepad.com,2003:post-6a00d834524b6f69e20167654eb6f9970b 2012-04-18T11:11:54-05:00 2012-04-18T11:11:54-05:00

Stella Artois vs. Newcastle Beer from Paul Marobella on Vimeo.

Paul Marobella http://www.brandingsoapbox.com/2012/04/how-stella-artois-could-respond-to-newcastle.html tag:typepad.com,2003:post-6a00d834524b6f69e20153927bd8cd970b 2011-10-21T12:23:21-05:00 2011-10-21T12:25:05-05:00

The Karl Lagerfeld Tweed Helmet with iPod pocket, The Scocket, a scarf with an iPod pocket or most Burton snowboard jackets and lululemon workout sweatshirts; all of these categories of fashion have been re-engineered because Mr. Jobs integrated a small...

Paul Marobella http://www.brandingsoapbox.com/2011/10/steve-jobs-impact-on-fashion.html tag:typepad.com,2003:post-6a00d834524b6f69e2015435880248970c 2011-09-18T12:31:03-05:00 2011-09-18T12:31:03-05:00

Last night, I went on a twitter-tirade after Floyd Mayweather knocked out Victor Ortiz with what will be one of the most controversial endings to a championship bout in recent history.

Paul Marobella http://www.brandingsoapbox.com/2011/09/can-boxing-re-build-its-brand.html tag:typepad.com,2003:post-6a00d834524b6f69e201543325e25f970c 2011-06-20T21:51:54-05:00 2011-06-20T21:51:54-05:00

(This post purely represents my personal views and not that of my employer) Tonight, I watched my 7-year old daughter's beloved T-Ball Red Sox lose their semi-final playoff game for the first time in a few years. Last year, they...

Paul Marobella http://www.brandingsoapbox.com/2011/06/in-the-real-world-not-everyone-gets-a-trophy.html tag:typepad.com,2003:post-6a00d834524b6f69e2014e6114f931970c 2011-04-20T10:17:48-05:00 2011-04-20T10:17:48-05:00

The channel and media recommendations agencies make for their clients are now happening in different parts of the planning process than they traditionally have in the past. The linear nature of planning has become more fluid and immediate.....

Paul Marobella http://www.brandingsoapbox.com/2011/04/digital-media-planning-more-creative-than-ever.html tag:typepad.com,2003:post-6a00d834524b6f69e2014e87510756970d 2011-04-07T17:46:26-05:00 2011-04-07T17:46:26-05:00

Recently heard from a CEO of a portfolio of CPG brands, "I want to show straight-line value for my social media efforts that prove I am selling more product as a result." I get it. With finite marketing dollars, she...

Paul Marobella http://www.brandingsoapbox.com/2011/04/social-media-for-cpg-brands.html tag:typepad.com,2003:post-6a00d834524b6f69e2014e5f58df4d970c 2011-02-20T15:22:39-06:00 2011-02-20T15:24:33-06:00

Market and service transparency is at an all-time high as brands and agencies try to crack the code in engaging their customer/consumers in the social-sphere. As long as there's been an exchange of currency for products or services, there's been unsatisfied customers. The fact is, the larger the brand or transaction amount, the more opportunity for dissatisfaction.

Paul Marobella http://www.brandingsoapbox.com/2011/02/the-vocal-minority-in-social-media-lessons-learned.html tag:typepad.com,2003:post-6a00d834524b6f69e20133f4fdbfaa970b 2010-10-11T15:52:42-05:00 2010-10-11T15:52:42-05:00

What I like about this work from Microsoft (client) and Crispin is that it focuses on the human dynamic surrounding a mobile device. The fact that a small device that fits into the palm of our hand has become the Great Wall that blocks us off from the world around us. It even touches on some very Eckhart Tolle concepts when they end with living in the present or The Now. Very spiritual of Microsoft.

Paul Marobella http://www.brandingsoapbox.com/2010/10/review-microsoft-windows-phone-7-save-us-from-our-phones.html tag:typepad.com,2003:post-6a00d834524b6f69e20133f4f88f23970b 2010-10-10T16:45:55-05:00 2010-10-10T16:45:55-05:00

Today, on 10/10/10, Wirestone helped launch an important initiative with the USO to help spread the word about the issues our American hero's face when they arrive home wounded from their battles.

Paul Marobella http://www.brandingsoapbox.com/2010/10/giveback10-for-our-wounded-warriors.html tag:typepad.com,2003:post-6a00d834524b6f69e20134880353b7970c 2010-10-06T14:07:09-05:00 2010-10-06T14:07:09-05:00

To birth a new brand is an incredible experience on its own, but to know that the work you are doing is making a real difference and change people's minds about a topic or misconceptions is truly inspiring. The work that we are doing is truly enriching people's lives versus just trying to sell them more stuff.

Paul Marobella http://www.brandingsoapbox.com/2010/10/creating-a-socially-conscious-brand-think-beyond-the-label.html tag:typepad.com,2003:post-6a00d834524b6f69e2013487f1e72e970c 2010-10-03T17:09:18-05:00 2010-10-03T17:09:18-05:00

Does integrating core values and belief systems into marketing sell more product?

Paul Marobella http://www.brandingsoapbox.com/2010/10/core-values-in-marketing-sincere-or-shill-.html tag:typepad.com,2003:post-6a00d834524b6f69e201348570b8e6970c 2010-07-14T22:27:57-05:00 2010-07-14T22:29:59-05:00

I am looking for a new high-end restaurant to be my regular haunt. Tomorrow, I am going to invite 15 restaurants to send me a proposed menu of what they'd serve me based on what I like, a narrative on...

Paul Marobella http://www.brandingsoapbox.com/2010/07/free-ideas-for-sale-.html tag:typepad.com,2003:post-6a00d834524b6f69e201348036543d970c 2010-04-28T15:21:51-05:00 2010-04-28T15:21:51-05:00

The collective buying bellwether, Groupon, just received another $135,000,000 in cash infusion to further build their business model and scale. This tells me they could be moving beyond the local businesses that typically use their services to offer a discount off services in return for a group buy, often at really high return rates.

Paul Marobella http://www.brandingsoapbox.com/2010/04/can-groupon-cheapen-brands.html tag:typepad.com,2003:post-6a00d834524b6f69e20120a6bcf114970b 2009-11-20T14:43:22-06:00 2009-11-20T14:43:22-06:00

On MBSB, I normally write about global consumer and B2B brands, but I had to make an exception to talk about a local situation in the Village where I live outside of Chicago. While the drama only really affects the people within the town limits, the branding lessons and story-lines are nothing short of soap operatic.

Paul Marobella http://www.brandingsoapbox.com/2009/11/a-lesson-in-branding-oak-park-il-.html tag:typepad.com,2003:post-6a00d834524b6f69e2012875b4d547970c 2009-11-18T16:17:19-06:00 2009-11-18T16:17:19-06:00

Similar to a commitment to taking a lunch break, smoking break or a trip to the gym - I've always dedicated a 30-60 minute block of time through the course of my day to sponge as much information as I can. At a recent Ad:Tech, I heard Rishad Tobaccowala from Denuo talked about that he sets aside 4-6am every Saturday morning to learn about what's happening and Jeremiah Owyang from Altimeter Group recently talked about that he read about what's happening pre-6am, everyday.

Paul Marobella http://www.brandingsoapbox.com/2009/11/take-a-30minute-learning-break.html tag:typepad.com,2003:post-6a00d834524b6f69e20120a647e377970b 2009-11-01T13:40:39-06:00 2009-11-01T13:41:05-06:00

For some time, traditional PR agencies and digital marketing agencies have been on a collision course trying to win the hearts and social media budgets of our clients. Lately, the question has been asked of me in various high-profile brand pitches/meetings. “How do you guys distinguish where you play vs. our PR agency?”

Paul Marobella http://www.brandingsoapbox.com/2009/11/showdown-at-the-social-media-corral-pr-or-digital-.html