Harvard Business Review

MARCH 15, 2013

An outsourced idea and creative team that could get the production done at a cost that was less than what it would cost the brand to have a permanent staff in place. Social media pushed this even further by forcing brands to engage with consumers — one-on-one — for the public to see, in a very human voice. Noting more.

Marketing 9

Marketing Brand Advertorial Advertising 9

Harvard Business Review

JULY 16, 2014

Many of these dinosaurs – agencies in particular — seemed a bit panicked about being disintermediated. They are realizing that the open marketing systems gives brands the ability to do what agencies did themselves by creating their own marketing content and media channels. Advertising Marketing Talent management'

Marketing 8

Marketing Disintermediation Hotels Brand 8

Harvard Business Review

OCTOBER 10, 2014

At the risk of oversimplifying, paid media is advertising and sponsorships, while earned media is public relations and word-of-mouth. The rationale is that brands own their own social channels and audiences, then try to earn sharing and word-of-mouth. And Facebook now charges brands to reach their own fans and followers.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

MAY 13, 2015

Using software, like the apps on new “smart” TVs, or hardware, like Roku or Chromecast devices, any consumer with a strong Internet connection can now bypass the disintermediated MSO. As OTT transforms content distribution and communication, one interesting question is what happens when brands go “over the top”?

Brand 8

Brand Disintermediation Media Metrics 8

Harvard Business Review

DECEMBER 7, 2012

So why don't more brands do this — solve the most frustrating problems we experience when we use their product or service? In short, brands can create loyalty by being more personable, helpful and likable. Brands may be saying that they want engagement and conversations with consumers, but that's not what consumers want. (Do

Marketing 9

Marketing Disintermediation Brand Real Estate 9

Harvard Business Review

FEBRUARY 22, 2011

Our audience was composed of C-level digital executives from nearly a hundred major media brands. Second, we have seen these four companies flex their muscles in bidding wars across multiple sectors including Internet advertising, mobile advertising, mobile devices, and e-commerce. More usage funds more infrastructure.

CPA 15

CPA CPM Advertising Disintermediation 15