Posted on 03. Aug, 2010 by Jonathan Feinstein.
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 [...]
Posted on 29. Jun, 2010 by Mark McKinney.
Generally, when we talk about winning in the Relationship Era, we’re referring to the new world landscape where customers control the brand and much as companies, and where the needs and wants of the consumer must be on par with the goals and objectives of the brand. My agency characterizes this relationship as ME (brand) [...]
Posted on 27. May, 2010 by The Relationship Era.
The following post is a summary of a longer discussion that is available at RelationshipEra.com in the Documents section. You can find the full text here. For years, the concept of deeply understanding customers has been preached as a key ingredient to marketing success. The idea has been to take whatever the marketer can find [...]
Posted on 29. Mar, 2010 by The Relationship Era.
This post is the first of what we hope will be an active and thought-provoking body of content from guest contributors. Writer and researcher, David B. Wolfe, is the principal author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority and co-author of Firms of Endearment: How World-Class Companies [...]
Posted on 04. Dec, 2009 by Mark McKinney.
Recently, I was in a conversation with a new acquaintance about the changes taking place in marketing. I was talking about the intent of the marketing message in the new Relationship Era, and threw out some opinions about what the message should do. My conversation partner stopped for a minute and commented, “Augustine. The outcome [...]