Archive for the ‘Planning’ Category

Thursday, May 17th, 2012

Seven Ways to Think of Your Market in Human Terms

Thursday, May 17th, 2012

We already know there may have been some hidden wisdom in Mitt Romney’s “Corporations are people” gaffe. The very reason corporations would do well to function more like people is that they serve people; however, it is easy to lose sight of this when those people—your market—become aggregated into sales, impressions, views, tweets and likes. [...]

read more
Thursday, April 26th, 2012

How to be Consistently Creative

Thursday, April 26th, 2012

Most people, when they put their mind to it, can come up with a wacky or novel idea, but it doesn’t necessarily mean they have the ability to be consistently creative. In fact, is consistent creativity really possible? Being creative requires far more than original thinking. Being creative means that your idea needs to be [...]

read more
Monday, April 16th, 2012

Why Media Planning Evolved into Connections Planning

Monday, April 16th, 2012

Remember when media was media? Three television networks allowed you to reach 80 percent of the population. The Internet was still a government tool to help fight wars. Media planning was an afterthought. First came strategy, then came creative, and then we said, ‘did media come up with a plan yet?’ Tell them we have [...]

read more
Monday, April 2nd, 2012

CMOs must be Linguists to survive and thrive

Monday, April 2nd, 2012

The famous line “What we got here is failure to communicate” underscores one of the CMO’s biggest challenges: internal alignment with marketing. After my post on “5 Roles of Successful CMOs”, a kind reader mentioned there could possibly be a sixth role added to the list: business linguist. I was intrigued by the thought and [...]

read more
« Older Entries