imc2 - The Relationship Era Blog

Pepsi’s Choice: Refreshing?

Posted on 31. Aug, 2010 by Jonathan Feinstein.

0

Can brands meet their marketing needs and positively impact the world? With marketers and communities both facing unique challenges, many brands are experimenting in their own creative ways to answer this question. In my next few posts, I’ll highlight some of these examples and try to assess their effectiveness. First up, the Pepsi Refresh Project. [...]

Continue Reading

Understanding LeBron in the Relationship Era

Posted on 03. Aug, 2010 by Jonathan Feinstein.

1

It’s been almost a month since free agent LeBron James chose to join Dwayne Wade and the Miami Heat rather than stay with his hometown Cleveland Cavaliers. The wound is apparently still open in Cleveland, as this fan found out last week when he wore James’ new Miami jersey to an Indians game: Not only [...]

Continue Reading

Slick Marketing?

Posted on 02. Jun, 2010 by Jonathan Feinstein.

1

Since the disastrous blowout of its Deep Horizon rig more than a month ago, BP’s “Beyond Petroleum” campaign has become an easy target within marketing circles. For good reason. But it’s worth remembering that this same campaign won the gold award from the American Marketing Association back in 2007. The question now is: What exactly [...]

Continue Reading

Enter the Relationship Era: TOMS’ One Day Without Shoes

Posted on 20. Apr, 2010 by Jonathan Feinstein.

1

Where were you on April 8? The day marked the third annual One Day Without Shoes, TOMS Shoes’ biggest campaign of the year. But this isn’t your typical marketing campaign; in fact, it’s a movement-oriented event intended to drive awareness not directly for the brand, but for the cause that inspired the brand’s very existence. [...]