The brand police are knocking at the door.  You can run but you can’t hide!
In today’s Ad Age, Jack Neff writes about Good Guide, a consumer brand rating site that has already put their scale of 1-10 on over 75,000 products.  While consumer watchdogs have been around a long, long time, this more recent entry [...]

Hold on to your hat!  Are you sitting down?  You know the long forgotten “old” people outside the 18-34 demo?  The ones who have always been the afterthought when it comes to brand messaging?  Guess what, they count.  As I noted in several prior posts, the notion that retailers, especially teen and youth product and [...]

Distribution takes on many new and exciting forms in the world of 360 storytelling and needs to be strategically mapped, based on the specific needs of your story.  The bad news is, audiences will continue to fragment across an increasing number of platforms.  The good news is, the audience may be one of the best [...]

Sometimes necessity and  a painful wallow in fourth place in a field of four is the mother of invention. Today’s MediaPost features an article by David Goetzl about Jeff Zucker’s recent investor speech.  During his presentation, Zucker more than hinted about NBC’s future and the programming changes that will play a major role.  A key [...]

In an effort to craft a brand idea or story custom made for the rabid audience, start focusing on the fans.  There are a variety of free platforms to test your ideas, story, and characters and get immediate feedback from the plethora of passion centers that already exist online.   Popular shows like AMC’s Mad Men [...]

Your audience has always been in control of your messaging, but now they are equipped with the digital tools to demand everything be completely on their terms.  Understanding your audience, the way they speak, the terms they use and places they like to interact with each other is as important as a solid story structure.  [...]

Everyone knows their TV and Internet are on a crash course with each other and when these worlds collide, the way we experience entertainment will never be the same. It won’t be too much longer before we’ll all be checking our Facebook, and other time sucking web accounts, for photos and video messages from our [...]