In the CEO Afterlife

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In Marketing, the “C” Word Cannot Exist

In the CEO Afterlife

That can mean re-designing the traditional marketing department to include an infrastructure for social media, and a chief content officer position. Branding Leadership Marketing Strategy Advertising Consurmer Packaged Goods Social Media Theodore Levitt Vision'

Marketing 257
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The Beer formerly known as Albino Rhino

In the CEO Afterlife

The story made the rounds in social media. Recently, millions witnessed such action on social media when the Superdome went black on Super Bowl night. Political correctness had run amok. The vast majority thought the complaint, frivolous, and the restaurant chain’s decision to dump the name, gutless. Is there better way?

Brand 198
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Why Strategy Withstands the Test of Time

In the CEO Afterlife

Social media is a new model in which brand positioning is not only misunderstood, it is ignored. When social media types talk strategy, they talk media strategy – who to target, how to reach the target, and how to maximize engagement.

Strategy 165
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The Paradox of Two Guitar Companies

In the CEO Afterlife

Relevant/consistent brand positioning: No Positioning for either brand on the website or in social media. Websites and social media: Fender and Gibson websites are “sales-oriented’ with plenty of dealer information and price lists. Powerful advertising, heavy media weights: These brands are virtually unadvertised.

Company 248
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Learn to Teach. Teach to Learn

In the CEO Afterlife

With the emergence of social media, the leverage of creativity is immeasurable. But look at the opportunities – online marketing, social media, niche products and services, specialization, the list goes on. This is difficult for big company people because they are part of a “spend your way out of it” culture.

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The Bull who withstood the Monster

In the CEO Afterlife

So they created a revenue-generating media business parallel to Red Bull’s beverage business. Red Bull Media House produces content wherever followers of the Red Bull lifestyle may be. A few years ago Red Bull realized they were becoming one of the biggest content sources of action sports and culture on the planet.

Trout 249
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What Not to Do When Business Sours

In the CEO Afterlife

I think there is a case to be made when a campaign isn’t working – it is better to stop that advertising, stop putting good media money into bad creative and start working on something better. Fortunately, in the social media world, massive budgets aren’t required to engage consumers.