How Oprah Became Oprah (And What It Should Teach You About M ...

In 1986, there were certain rules of television that pretty much everyone followed. You expected news anchors to be buttoned up and serious when presenting the evening news. Television programs (as they often still do) presented a distorted view of reality that only slightly resembled real life, but still allowed you to escape into other

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Interruption Marketing 2.0 – How Engagement Can Be The ...

The renaissance of marketing over the last decade has generally left certain things behind. We no longer count on loud billboards or long print ads, for example, to tell our story in a way that people will actually read. TV, while still important, is now a smaller part of the marketing mix. The art of

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The Campaign To Save NBC's Outsourced Ignites Racial De ...

Having moved from a city where political correctness barely exists (Sydney) to one where it was invented (Washington DC) qualifies me as something of an expert. The idea of the importance of being politically correct is good in principle … because there are many things that people can unintentionally do to marginalize or demonstrate an

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Can Coke Start A Trend To Make Inspiration A Form Of Co-Crea ...

What if you could join your favourite band in studio to record their next single? For many, this is just a moment to dream of – but last month Coca-Cola partnered with the rock band Maroon 5 to do exactly that in a social experiment to create a new song in 24 hours. Fans could

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A Promising Future For Branded Entertainment

If there is one sign of hope for the marketing industry as a whole, it is that no one really wants boring, one-way, shout-oriented interruptive marketing to survive. Social media is a natural ally in this fight, given its focus on fostering conversations and creating content, but what about the role of marketing as entertainment?

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CBS Wants To Kill Demographics, Marketers Should Help

"There is no link, none, between the age of the specified demographic delivery of the campaign and the sales generated by that campaign." You would expect a conclusion like that to come at a consumer rights type of event. Perhaps even at a social media event with marketers who are fighting the status quo and

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How ABC Killed Their Fan Base (And What All TV Networks Shou ...

In Dilbert, Mordac is the character who is described as the "preventer of information services." He is a caricature of the unhelpful IT support tech who seemingly goes out of his way to create inefficiency and discontent in the workplace. Unfortunately for all of us, he also seems to be the role model upon which

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Characters Worth Celebrating

For a little less than a year, I have been contributing technology articles to an interesting blog launched by the USA Network (a cable television network) to celebrate people and organizations who are having a positive impact on American culture. Along with fellow writers who focus on all kinds of topics from food to music

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6 Marketing Lessons From A Hollywood Movie Producer

The morning after the Academy Awards celebrated everything about movies, the one underappreciated ingredient that every winning film had was a champion that helped that film to get made. Usually that person is the producer, who could easily be described as as a cheerleader with vision. The producer is the one who needs to believe

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What Samsung (And Others) Learned From Apple That Will Chang ...

In 2001 Apple launched what would be one of the most iconic products of the 21st century's first decade. The iPod changed music and consumer electronics – but it also led to one of the most counterintuitive marketing strategies of the modern age as well. As the iPod grew in popularity, Apple began to sell

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