I was appalled when I read an article published in BC Business Magazine entitled Fake It to Make It by Niko Bell. I found the fact this was the ‘featured’ article in the Marketing section of the magazine to be somewhat curious. Giving earned media to Gravytrain Marketing, a company whose entire business is built…
Read MoreTo truly engage customers for whom traditional advertising (push marketing) is increasingly irrelevant, companies must engage with customers in a new way. At the end of the day, customers no longer separate marketing from the product—it is the product. They don’t separate marketing from their in-store or online experience—it is the experience. In the era…
Read MoreWhat is it about the human psyche that makes us want something we can’t or don’t have? You may recall yourself as a young child wanting a toy that a playmate had, or you may see it in your own toddler who needs to have what you are holding, and you might even reflect on…
Read MoreNew York Times journalist Rob Walker hypothesized that value comes from the story behind a product, and not the product itself. If this is true, then communicating the value of your offering is not only wise but also necessary. In today’s cluttered marketplace where thousands of brands are competing for consumer dollars and consumers have…
Read MoreLast week WE Vancouver published an article (by Andrew Morrison) in the Eat & Drink section deconstructing the demise of two high-end Vancouver restaurants. International celebrity chef Daniel Boulud’s restaurants DB Bistro and Lumiere will be closing. The article does a fascinating job of discounting all of the typical and possible reasons for which these…
Read MoreI recently discovered the motivating and inspirational work of Robin Fisher Roffer; author, speaker, brand strategist and CEO of Big Fish Marketing. Robin has provided the rocket fuel that has ignited the launch pad of dozens of brands all over the world. Presiding over a brand marketing firm and interactive agency, she develops brand building marketing…
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