We talk a lot about customer delight and how to turn irate customers into loyal ones, but how often to we prepare ourselves for the opposite?  What happens when we come up with that great idea but just can’t support it?  When we turn happy customers into irate ones bynot supporting our marketing?  In the end, is it a good thing or a bad thing? Read the rest of this entry >>

Cred , short for street credit , slang for your reputation .  Defined as:  commanding a level of respect due to experience in or knowledge of issues affecting those environments.  Cred is traditionally associated with young, trendy people in urban areas.  Today in marketing 2.0, however, it’s a unit of exchange within the emerging reputation based economy.  Simple terms: more cred = more value; more value = more dedicated customers; more dedicated customers = more $$.  So, how’s your cred? Read the rest of this entry >>

Passion & Greed.  That’s it.  Those two words account for so much failure in new media, I can’t even begin to tell you.  But I can tell you why, and you can fix it. Read the rest of this entry >>

Chip Heath & Dan Heath. (2007). Made to Stick. Random House.

This book is a great source of inspiration for marketing professionals and anyone else who needs their message to stick. In their organized approach to sticky communication, the brothers Heath take their own advice in writing a Simple, Unexpected, Concrete, Credible, Emotional, Story. Okay, it wasn’t that emotional, but they didn’t stop there. Read the rest of this entry >>