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Brand Narrative

April 29, 2015 7:36 AM

Home Is Where Your Customers Are tagged “Brand Narrative”

"We see social media, primarily, as a paid channel at this point." It's a self-fulfilling prophecy at this point. This has little to do with Facebook throttling content and forcing brands to pay to boost their content (more on that... Read more

By Mitch Joel

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April 21, 201511:34 PM

Your Streaming Live Brand tagged “Brand Narrative”

It's a race to see which brands will be first on Periscope (or Meerkat). This is nothing new. It happens all of the time. Some brands really do embrace an early-adopter ethos and score big earned media points by doing... Read more

By Mitch Joel

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April 7, 201511:46 PM

Your Content Is Kidding No One tagged “Brand Narrative”

How is your content marketing strategy coming along? There's a thorn in my side. It's a content thorn. It's ruining everything. It's not that there's too much content. It's not that there's so much content in need of advertising, that... Read more

By Mitch Joel

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January 6, 201511:36 PM

The Upcoming Consumer (Looks Nothing Like The Consumer We Knew) tagged “Brand Narrative”

The consumer is changing. This used to be a platitude. Correction. It's a marketing parlour trick to say that "the consumer has changed." It's a parlour trick, because the more professional marketers say this, the more latitude they may be... Read more

By Mitch Joel

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December 23, 201410:27 PM

Content Marketing Is Dead (But There's Always This)... tagged “Brand Narrative”

Content Marketing is dead. Right? That didn't take long. I've been reading this notion of "too much content and not enough value" a lot lately. It usually starts with the premise that consumers simply can't keep up with the pace... Read more

By Mitch Joel

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December 10, 201411:22 PM

The Instagram That You Hardly Know tagged “Brand Narrative”

There are a lot of people sharing pictures on Instagram. It's a trap to think that Instagram is an amazing marketing channel, simply because there are a lot of people on it taking photos and sharing photos. There are many... Read more

By Mitch Joel

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November 20, 201411:37 PM

Business Transformation. From Marketers To Makers. tagged “Brand Narrative”

Imagine.  Imagine if someone pulled you aside, and asked you to change everything about yourself. They wanted you to change how you look, how you act, how you think, how you connect with others, and more. Worse (or more importantly),... Read more

By Mitch Joel

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September 9, 2014 8:52 PM

Be An Advocate For Your Consumer tagged “Brand Narrative”

Who doesn't want their brand to be more likeable? Ultimately, we are in service of other people. This makes a lot of marketing skeptics shake their collective heads in disbelief, but it is true. It is how I feel. I... Read more

By Mitch Joel

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February 6, 201411:43 PM

What Is The Point Of A Website In 2014? tagged “Brand Narrative”

It's not all about what the mobile experience will be about. The one screen world. It's a concept often written about in these posts and it's an ideology that was created to force brands to start thinking about true customer-centricity... Read more

By Mitch Joel


January 1, 201411:36 PM

(Almost) No One Is Seeing Your Content tagged “Brand Narrative”

Certainly, this is not the most optimistic headline you are going to read on January 1st, 2014. We used to tell ourselves a very powerful narrative about how the cream always rises to the top, and the struggle that most... Read more

By Mitch Joel


December 10, 201311:51 PM

The Porous Web tagged “Brand Narrative”

Are we close to the end of owned media? When we think of a solid marketing mix (from a promotional perspective), there is no doubt that brands need to now find balance in a world where paid media (buying ads)... Read more

By Mitch Joel


August 27, 201311:12 PM

10,000 Hours And 20% Of Your Work Time tagged “Brand Narrative”

How much wood could a woodchuck chuck if a woodchuck could chunk would? Time is always the number one concern in our lives, isn't it? Feel free to blame consciousness. The clock is always ticking... and it's ticking down. Some... Read more

By Mitch Joel


August 14, 2013 1:25 PM

There Is No Brand Truth tagged “Brand Narrative”

What is the truth about a brand? Every brand thinks that they are either able to control their brand message or (at the very least) manage it through social media channels like Facebook, Twitter and beyond. Sugared beverages will spend... Read more

By Mitch Joel


June 3, 2013 1:53 PM

The Inferior Brand tagged “Brand Narrative”

Not everyone works for Apple. Not everyone has a brand like Google. In fact, the vast majority of us probably don't work for the superstar brand in our industry. Sure, there are challenger brands, startups and more that have the... Read more

By Mitch Joel


May 6, 201311:55 PM

Pay Closer Attention To YouTube tagged “Brand Narrative”

It's not just about the views anymore. There are two strikingly new(ish) things happening on YouTube that could very well position it to be one of the most interesting developments in how television (and eve movie-like) content gets consumed and... Read more

By Mitch Joel


April 25, 2013 3:59 PM

Marketers, Let Your Egos Go tagged “Brand Narrative”

What if your ideas didn't matter? For senior marketers, it is a very humbling thought. What if your ideas, your thoughts and even your experience as a trained marketing professional didn't amount to a hill of beans in terms of... Read more

By Mitch Joel


April 5, 2013 4:55 PM

What's More Important To A Consumer: The Price Or The Brand? tagged “Brand Narrative”

Before you go spouting off the answer to this question... Please read this article from The New York Times titled, E-Commerce Companies Bypass the Middlemen. If you think that branding and retail have become complicated because of stuff like showrooming... Read more

By Mitch Joel


April 2, 2013 9:24 AM

Do Robots Make Better Marketers Than Humans? tagged “Brand Narrative”

It turns out that human beings are making advertising more complicated than ever before. Opinions, ideas, creativity and more have become the battlegrounds in the war to figure out who is the better advertiser: human beings or robots? Think this... Read more

By Mitch Joel


February 7, 2013 9:20 PM

Where Digital Creative Is Different tagged “Brand Narrative”

It was an interesting question. Recently, a marketing professional with a major brand asked me this question: "typically, we brief the digital marketing team after we have a concept from our advertising agency, is that the wrong way to go... Read more

By Mitch Joel


January 25, 2013 8:20 AM

The Thing About Facebook And Brands tagged “Brand Narrative”

What should a brand do on Facebook? That question above... the one about brands on Facebook... yesterday, I got that asked that question three times. Yesterday. The pressure that brands feel to make connections on Facebook is tremendous. They're reading... Read more

By Mitch Joel


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