In a previous column, I shared technical reports related to performance that modern marketers can’t live without. It’s true, technical issues are a shared responsibility of marketers and developers, with each group having a strong understanding of the other.
Unless you’ve embraced the life of a hermit over the past decade or so, it’s impossible that you haven’t seen at least one of the 1,000 episodes of Discovery Channel’s “Deadliest Catch.” The show depicts the real-life, heart-pounding nature of being a king crab fisherman out on the dark, dangerous waters of Alaska’s Bering Sea.
As a (relatively) frequent traveler, typically around ~30-40 trips a year involving flying, I’ve almost universally hated airline brands. Delayed flights due to broken planes, awful customer service, bad e-commerce platforms, overbooked flights, uncomfortable seats, terrible food in-flight, etc.
In a previous column, I wrote about the importance of self-publishing on your own domain and why, in a world of streams, your own platform that you host remains your most critical asset. As a follow-up to that, one of my friends who runs a popular blog asked me to expand upon that post and list some of the metrics…
I’ve written up brilliant strategic plays by McDonald’s in the past. But I’ve also shared that they’re completely and totally misguided in their recent tactic of showing “how the sausage is made” and how their “food” is essentially created in a laboratory / factory.
One of the difficulties of managing a brand’s content (and overall) strategy is making sure that, despite the various messages and methods used, all efforts consistently reflect well on the brand — providing an opportunity to create coherence and meaning in a distinctive way.