New creative approaches using social media tools like Facebook Connect can be spectacular. But with these new developments come real challenges that have nothing to do with the creativity involved. Unless marketers address these issues, their efforts won’t work. Read on
Business people hear about their competitors making sales online, sometimes with very impressive numbers, and rush to the web with the only objective not to be left behind. As a result, they end up with poorly conceived e-commerce sites that do nothing for the brand and quite often damage the valuable brand assets. Some helpful advice
Insights into what teens could teach marketers about branding. This article appeared as a column in Marketing magazine, June 2001, before social media. Read on