Y&R’s Brand Asset ValuatorBack in the day, I had the good fortune to work on the introduction of Brand Asset Valuator, Y&R’s seminal study that turned conventional wisdom on its head about how brands are built. Through thousands of interviews across dozens of countries, Y&R concluded that a brand’s “Esteem” is derived through “Relevance” and…… Continue reading Converged Media Rising
As the Facebook IPO frenzy crescendos, the media pendulum has swung from fawning friendliness to sudden skepticism catalyzed by one giant automaker’s decision to pull its $10 million ad budget from the 900-million+ strong social network.Interestingly, and mildly reminiscent of its defiant public posture during the government bailouts of its rivals, Ford Motor Company promptly…… Continue reading Facebook Advertising: To Like or Not to Like
I suppose I should be grateful that Angry Birds, or worse, FarmVille hasn’t seeped into my life. It’s enough of a time sync to intelligently feed the big three of Twitter, Facebook and LinkedIn, and still keep my paying clients satisfied. Thank you, Ping.fm. Now that Zynga’s “crushin it” on mobile, perhaps I should trash…… Continue reading What Sustains Social
The socially smart set have jumped all over Josh Bernoff’s just-released study that ranked the trust-worthiness of various information sources. His provocatively titled post “People donâ€™t trust company blogs. What you should do about it” revealed that company blogs scored the lowest on Forrester’s version of The Edelman Trust Barometer.Company blogs earned a paltry 16%…… Continue reading In Blogs We Trust?
Engage, pitch, annoy, alienate… Whatever category you fall in, all PR pros have one shared lament: a desire for closure. How many story pitches have you made over your career that went nowhere?I’m not talking about having the phone slammed down after you deliver your spiel. I’m talking about no reply whatsoever…zero…zilch…silence.I don’t mind rejection.…… Continue reading The New Pitch