Celebrity endorsement has taken center stage with all that’s going on in Tiger’s world these days. When you use a celebrity (or a sports league for that matter) in your marketing, what you’re really doing is borrowing brand equity. That’s why I find what this article points to as so confusing: why would anyone in the right mind want to associate themselves with this train-wreck? Continue reading
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Snake Oil
“Social Media is crap.” That’s how I started a discussion at the Princeton Sports Symposium a couple of weeks ago. Of course, what I meant was that there is a focus on the tools of social by many businesses and a lack of understanding of the business reasons why anyone would be using these tools to further their business goals. I am happy, therefore to see that I’m not the only one seeing that, nor am I the only one who sees a bunch of charlatans masquerading as business experts in this space. Continue reading
Filed under Consulting, digital media, Helpful Hints
‘Tis The Season
I’m sure you’ve been doing your holiday shopping, either on-line or in that ever so retro mode of going from store to store in person. I’m kind of a last minute person although now that we’re getting into the “last day for free shipping” window I’m getting more focused. The Mrs. has been at it fast and furious as well and she had an experience over the weekend which reminded me of a very basic business lesson that often gets forgotten during the holiday crunch time. Continue reading
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Consult Keith 