vivid shining brands

An interesting piece in BrandWeek about a new Accenture survey that shows how CMOs are taking a hard look at what they and their companies are doing (or not) to make it through this seemingly endless recession: Only about two in ten surveyed said their companies very effectively use most channels to reach, influence or interact with customers. The most effective channels cited are in-person contact with front-line employees and encouraging existing customers to recommend corporate products and services. Beyond those, however, less than 20 percent of respondents said they effectively use digital channels like corporate Web sites, online communities, online advertising, and mobile and location-based marketing; traditional advertising such as print, television and radio; and direct mail and telemarketing. Marketers gave themselves the lowest marks in leveraging digital channels, monitoring and optimizing marketing's contribution and using channels strategically. Accenture found s...

Very engaging interview with NYU Journalism Professor Jay Rosen by the Economist . He considers the buzz within the media industry regarding the iPad to be an example of "Magical Thinking" by media companies, where their business models are broken and they're looking for a new device, some new technology, ANYTHING that can save them. He notes that the two most valuable assets of big media companies such as the New York Times are their brand and their readers, and that in the coming iPad era, finding ways to leverage the value of those two key items will be most important to their survival, not sitting and hoping that a single device will save them. I concur, except that I see the iPad as a platform through which these media companies can find new ways to leverage those assets, if they're willing to engage in a little innovative thinking. It's clear to me that even if it can't save the most stubborn print media, the iPad will certainly be a significant ...