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The Personal Side of Persona Marketing
What do Universal Studios, Zippo lighters and Delta Airlines have in common? The answer: all use personas in their marketing. Delta recently created personas to help flight attendants meet customer needs. Zippo used personas to shape its first brand extension in 70 years. And Universal’s personas helped online ticket sales jump by 80 percent. What [...]
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ONE Silver Bullet
Growing up, the term “silver bullet” made me think of werewolves and the Lone Ranger. As a young boy, the silver bullet concept fascinated me. It was the ONE thing you could count on to solve your biggest problem. Some companies still ask us to create their silver bullet. They request a website or print [...]
The Social Overlay takes integrated communications to new level
Many of us follow certain planning models or methodologies when developing our integrated communications programs and campaigns. The fundamentals of best-practice strategic planning remain constant. But how we construct and choreograph our communications effort is changing. Our programs today must drive a bi-directional conversation. We know that creating engagement and collaboration with your prospects and [...]
Is the Netflix brand strong enough?