April 21, 2021.Reading time 5 minutes.
Re-reading, for the 9th or 10th time since 1980, “Scientific Advertising” by Claude Hopkins. It’s a great refresher. Written in 1923, Hopkins was a pioneer in what is today called Data-Driven Marketing and Advertising. Anyone involved in content marketing or advertising should read this “at least 7 times,” said David Ogilvy. This ground-breaking book is […]
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August 8, 2020.Reading time 2 minutes.
By Rama Ramaswami. Despite budget limitations, CMOs expect to fuel growth by marketing to existing customers and boosting brand strength. Marketers snapped into survival mode after the COVID-19 pandemic broke out. They launched crisis-related communications to customers, canceled or delayed campaign launches, reduced contractor head count and halted long-term projects. Five months on, however, their […]
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August 7, 2020.Reading time 2 minutes.
By Scott Goodson & Chip Walker. Introducing the Purpose Power Index, the world’s first empirical study of purpose-based brands with 17,500 responses.
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November 12, 2013.Reading time less than 1 minute.
R. Michael Brown interviewed by Dennis Washington of Cross Digital on Brand Journalism, Native Advertising, how to set up an online newsroom, and more. Subjects Covered: Brand Journalism Content Marketing International Marketing Marketing Measurement Public Relations Social Media Click the Video Below to See the Interview [32 min.]
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April 15, 2011.Reading time 3 minutes.
Businesses are struggling to hold onto the one-to-many, mass media model of communicating with customers and audiences. They need to let go. Gone is the time when you could rely on your business doing a simple advertising and PR mix, based on placing ads and working with reporters to get your message out. It used […]
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February 26, 2010.Reading time less than 1 minute.
Ninty percent of advertising agencies and in-house marketing departments “guess” about what ad channels to use and what creative works. “Guessing is a huge waste of money.” said Mike Brown of Brown Ltd. “Using a measurement system is a bit of up-front work but saves the marketing budget for more strategic and tactical moves for the […]
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