Posted on 31. Aug, 2010 by Jonathan Feinstein.
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. [...]
Posted on 02. Jun, 2010 by Jonathan Feinstein.
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 [...]
Posted on 23. Mar, 2010 by Dan Patterson.
During our session last week at SXSW on the topic of the Relationship Era, a number of audience members were excited to hear an industry perspective about changing the world of marketing. Mark McKinney and I presented the idea of a new era in marketing that is more focused on brand sustainability than the prevailing [...]