09.28.11 by Jim O'Gara

The long-term viability of a brand is contingent upon messaging staying in alignment with and relevant to the needs of its target audience. As brands mature, they are at risk of becoming out of touch with the evolving needs and attitudes of their customers. And often, an old brand needs to reconnect with the current Voice of its Customer (VOC) in order to stay in tune with the target audience. More...

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06.22.11 by Jim O'Gara

Last week we launched a discussion about the power of branded content. RedBull’s branded magazine, The Red Bulletin, drenches its readers with content about exotic locales, elite competitors and insider knowledge — and a RedBull logo on every page. While that may work for a B2C audience, does content marketing perform for B2B marketers? Definitively, yes. Just like those B2C customers, B2B prospects are becoming less interested and less responsive to traditional tactics. More...

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05.31.11 by Jim O'Gara

This week, many heavy hitters in the world of digital are gathering in California for the All Things Digital D9 Conference and it’s an event worth tracking. But beyond its line-up of influential technology speakers (such as executives from Twitter, Netflix, Groupon, Disney, Google and Microsoft — just to name a few) there is speculation that the exclusive conference may continue to be avenue for newsworthy announcements. More...

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05.04.11 by Jim O'Gara

At a time when social media has taken a front seat in building the relationships that build brands, it’s important not to forget the power of being social in person.More...

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