I wrote an article on The only thing you should know for 2015 where I emphasized on respect towards the community, platform and content. Let’s look at the word “content” in relation to “platform” and “community”. I’ve noticed that people started realizing that this particular word (content) would be the king in the next year […]
“99 Francs” An Unscrupulous Satire on Advertising
“I work in advertising: yes, I am polluting the universe…In my line of work no one wants you to be happy, because happy people do not consume.” -What’s wrong with this guy? Wait a minute! “Frederic Beigbeder wrote this novel between 1997 and 2000 while he was working at the Young & Rubicam advertising agency. […]
A Story Without Proof is a Meaningless Story
Marketers do not lie, they’ve never lied (if we were to live in a perfect world). Maybe at the beginning when they were still rookies and didn’t know what’s what yet. But they’ve learned that in marketing there are no lies, just stories (or at least that’s how it should be). People/Clients/Consumers took the bait […]
The Only King That Matters is the Product
Let me start with a question (I love starting my blog posts with questions) and I hope you will have enough time to answer it: What is more important for you: Marketing or Product? Social Media or Product? Advertising or Product? I know your answer is biased, according to what your job is right now. Because if […]
People Builder vs Project Builder
Steve Jobs is worldwide known as the man who changed the style of communication and entertainment. This man succeeded in leaving his mark on this world. Mark Zuckerberg is worldwide known as the man who brought social media to our attention. This man succeeded in leaving his mark on this world. And if we were […]
We are Selling Certainty in an Uncertain World
Saturday evening I was watching “Two for the Money” and one of Al Pacino’s lines taught my attention. He said a great thing to his „disciple”: “We are selling certainty in an uncertain world”. I was so flattered by his words (and it wasn’t about insurance companies). They were selling a “certainty” to people making […]
How to Carry on a Marketing Campaign Dedicated to Influential People in Online
Interested in connecting with the influencers from online? Let’s start with an example: If you’re a restaurant or a company dealing with certain culinary services and you want to be promoted on a blog, you don’t just simply throw an e-mail to the hottest culinary blogger asking for a banner on his blog. That’s stupid. […]
4 Principles of Future Technology That Can Help Your Marketing Strategy
The future sounds good, the future looks better, the future will be more interesting and more beautiful for the marketer with the courage to test it. I am not a tech guy and I don’t own a smart-watch, I’ve never tried Google Glass and I’ve never timed my training. I’m not good with software (though […]
The Difference Between Learning and Education
Let’s do a small imagination exercise. You have in your hand a bucket full of water and in front of you a bunch of empty 0,5 l bottles. In order to fill them all you’ve got two possibilities: You can either fill them one by one, or you can throw water over them all, hoping […]
The Portrait of Today’s Client
I had the honor of working on both sides. I was both the client and the agency. The first time I was agency and it was difficult. I couldn’t understand why we had to do things the way the client or his wife said, or how his competition did. I wanted to give the client […]