26th August, 2010 - Posted by Minter Dial - No Comments
Wordsmithing remains a critical talent. Whether it is crafting the right slogan, snaring a killer title for your email campaign or cutting down to 140 characters the sweetest tweet, the word is [still] in. If images and videos generally gain more traction on the ‘net, the filter through which you have to go to get »
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18th August, 2010 - Posted by Minter Dial - 1 Comment
A recent paper in the Journal of Product Innovation Management states that, in the ideation phase of new product development, it was found to be better to be technology-focused as the two other approaches (customer centric, competitor focused) generally brought about compromise or smaller product evolutions. At first brush, per the study, being innovative and customer centric seems potentially to be anachronistic. While I can intuitively understand that initial ideation is best driven by a technologically focused team, as the study intimates, the notion of being customer centric remains absolutely vital in ALL other elements of development and execution. How to reconcile being customer centric and innovative?
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29th July, 2010 - Posted by Minter Dial - 2 Comments
In a bold marketing coup, related to an effort to remove itself from a “too safe” and “family car” image, Volvo launched its S60 in five cities across Europe and conducted, secretly, an experiment designed to measure the naughtiness of the crowd. Guests — an ‘in’ crowd of BPs, bloggers and celebrities — were invited to find the location via an augmented reality application on layar. Through a sociological lens, it is certainly taking Volvo down a risqué, non politically correct path… in line with its sex symbol logo. Personally, I think it is a great initiative.
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16th July, 2010 - Posted by Minter Dial - 3 Comments
Steve Jobs has shown himself and the company to have flaws. Every first model seems to come with some flaws and usually Apple manages to turn the situation around, aided by the Apple afficionados. This time, with the iPhone 4, Jobs has not done his customary good job… The imperfections are looking more imperfect. Will these be a turning point?
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28th May, 2010 - Posted by Minter Dial - 7 Comments
“Branding gets personal” is the tagline behind The Myndset. A few people have asked why do I use this tagline? I would like to use this post to discuss, at least partially, why it is so important for me. The starting point for “Branding Gets Personal” is an obsession with being client centred. In this post, I discuss how we must evolve the marketing mission past the traditional product-oriented 4P’s to encompass a more engaging and experiential marketing, entitled the 5E’s.
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10th May, 2010 - Posted by Minter Dial - 5 Comments
I read a post last week on Brandchannel entitled “Are Luxury Watches Stuck in Time?” which triggered a few thoughts including: How many luxury industries are stuck in time and what is the level of risk for the upper end markets?
First, I would have to agree with Milton Pedraza, CEO and Founder of the Luxury »
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6th May, 2010 - Posted by Minter Dial - No Comments
Over the last few days, I have read a number of reports of the horrors of PowerPoint. It seemed to start with the New York Times article about the illusionary trap of Powerpoint presentations used by US Army ‘intelligence’ which stimulated a post by Jonathan Salem Baskin and another by Seth Godin “PowerPoint makes »
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18th March, 2010 - Posted by Minter Dial - 2 Comments
Marmite is required taste. For those of you who have ever tried it, you know that Marmite (owned by Unilever) does not leave you neutral. This “love it or hate it” element is captured beautifully in the Marmite Cereal Bar ad campaign that is currently on display in England. Given my cosmetics background, I could »
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22nd February, 2010 - Posted by Minter Dial - 3 Comments
After a power meeting with Justin Kirby, founder of Yooster (a word-of-mouth opinion poll) and author of Connected Marketing, I thought it worthwhile to comment on two of Justin’s key mantras:
1/ “Social media is a misnomer.” Social media (“SM”) sites such as Twitter or Facebook are technologies where people come to deposit content. Such sites »
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18th February, 2010 - Posted by Minter Dial - 6 Comments
The winnowing out of the blogs you read, the tweets you click on and the brands you will buy into is the result of a natural, Darwinian process of selection. In a constantly evolving landscape, people and brands will need to learn the value of their online credibility.
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2nd February, 2010 - Posted by Minter Dial - 4 Comments
I am often asked what makes a social media strategy work or fail for a company or brand? What makes a social media campaign succeed is quite a vast topic. For this post, I thought I might address what I consider to be the four main causes of failure which can serve as a guideline, »
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13th January, 2010 - Posted by Minter Dial - 2 Comments
After a recent thread in the “Tweeple” discussion group on Linkedin, I am spurred to write a piece about twitterquette or perhaps one could say, about the twitter quest: what’s Twitter for and how do you get many followers?
What’s Twitter for?
Twitter is a space where you share — with people who follow you — “tweet” messages (up to a »
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