Axe the Evolution

Unilever is a huge company with many impressive brands under its control. 
It’s got a firm grasp of alternative and interactive marketing techniques – in fact its Dove brand is currently basking in the limelight for its Evolution and Onslaught campaigns for Real Beauty.
What’s interesting is those same techniques are being applied to another Unilever brand [...]

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Do Sensory Channels Matter?

In writing about audio books Seth Godin observes that people who listen to his audio books are 10 times more likely to contact him than book readers. His hypothesis for this difference is:
“Part of it is the entertaining nature of the presentation, I think (I probably talk better than I write) and part of it [...]

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Remixing Audience Participation

It’s an interesting time – as it always is when business models are in flux.
 You can’t give up on the old model – because it pays the bills – but it’s hard to believe it’s a winning strategy. To make matters worse the new model conflicts with tenants designed to protect the old model.
So it [...]

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