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Satisfying when it all comes together

There are few markets as brutally competitive as automobile retailing. There is excess manufacturing capacity with too many retailers selling identical products and fighting over easily aggravated consumers. This is an ideal testing ground for fresh and more disciplined approaches to marketing communications. The president of...

New media: we’re all drowning in content

My passion is flying. On weekends I get a thrill hopping into a little Cessna and wandering around the countryside at 4,000 feet. I wanted to share my passion with aspiring pilots, so in the summer I started a blog. From working with our clients I've...

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Mindcamp

Mindcamp is an annual get-together for creative professionals held just North of Toronto. This year I facilitated a collaborative workshop on creative video to encourage participants to learn how to capitalize on this rapidly advancing mode of communication. We created this short video that answers...

Google’s 7 strategies

Google is an unbelievably successful company because of its clean implementation of new technologies. It is also successful because it is a savvy marketer. It does not follow the traditional paths of packaged goods marketers and yet, especially for a technology company, its communications are...

Branding: a lure and a seed

Last week I gave a presentation to the Canadian Duty Free Association on modern approaches to creating value. The point that I aimed to communicate was that traditional marketing tactics often do not create much long-term value unless they emanate from a brand focus, which...