Tedoo

I’ve lived in quite a few different places over the years (Switzerland, NY, Arizona, multiple locations in Germany, etc.) and everywhere I’ve been, I’ve had some pretty interesting neighbors.  In some places, it was really easy to meet people (almost too easy sometimes).  In other places, it was a bit harder.

In today’s increasingly transient world, people don’t stay in 1 place for a very long time and neighborly relationships are [...]

I apologize for the irregular postings lately. I will hopefully get into some type of weekly schedule by fall.

Brand teams and brand managers are interested in how much people are engaging with their brand today. Getting people to engage with the brand makes sense intuitively in a world where just about every consumer (myself included) has some dark, nefarious form of 21st century [...]

Identity is a pretty complex “umbrella” concept that gets tossed around a lot. If you talk to someone in business/marketing, identity covers everything from a company name and logo, to an entire image or perceived set of values in the marketplace.

If you talk to a social scientist, they’ll use identity to describe a person’s expression of their individuality. Indeed, social psychologists will see identity as [...]

If you start working in the marketing promotion and brand management space, you’ll quickly notice that a lot of the jargon sounds sort of “military-like.”  Experienced managers often talk about developing strategic targets/flanker strategies, launching campaigns & driving guerrilla marketing.

Military Mindsets

Al Ries and Jack Trout developed the warfare / marketing metaphor in their go-go 80s business book entitled Marketing Warfare.  The title perfectly fit the [...]

Normally, celebrity-brand partnerships start like this…a brand needs a quick boost of awareness around a product or service.  The brand team enlists a boutique celebrity agency to find the right fit.  Boutique agencies evaluate a celebrity’s cultural appeal by using star indices and their own expert intuition.  “Star picking” is kind of like the NFL draft.  A-list stars get chosen fast and command massive fees.

This process [...]