Category
Brand Advocacy
Practical thinking on earning trust, giving people a reason to talk, and building brands that travel through real life.
Brand Advocates: How to Give People a Story Worth Sharing
A practical guide to earning advocacy by giving customers, employees, and communities something real to carry forward.
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How to Measure Brand Advocacy Without Chasing Likes
A practical scorecard for measuring referrals, reviews, repeat behavior, and the stories people choose to carry forward.
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Customer Advocacy Strategy: Earn More Recommendations
A practical way to give customers a clearer story, a better moment to share it, and a reason to recommend the work.
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Customer Advocacy Program: Build One People Want to Join
A practical guide to inviting customers into referrals, reviews, stories, and useful feedback without turning trust into a transaction.
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How to Drive Customer Advocacy
A practical guide to earning customer advocacy through stronger experiences, better timing, and requests people can trust.
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What Is Customer Advocacy? The Practical Definition
A practical definition of customer advocacy, how it differs from loyalty and marketing, and the actions that show a customer truly believes.
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Customer Advocacy Examples That Build Real Trust
Five practical customer advocacy examples, from detailed reviews and referrals to customer stories, advisory groups, and communities.
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Artificial. Done Artfully. ANNOUCEMENT!
I have been writing articles at a slower pace this year for a reason. I can now fully declare that one way to compete with AI is to invest in really expensive equipment that allows you to capture what cannot…
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Branding During (Cold) War Time
Covering a winter protest in Minnesota is not "war photography." Pepper bullets hurt; real ones kill. With AI eating away at gestation time in our business, taking pictures under pressure can still teach you…
Read the article →This'll Kill AI
If you, like me, wish you could kill off AI some days, I have the antidote. Take pictures of protest. A protest cannot be manufactured artificially. It is accelerated, amplified, augmented and even fomented by…
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Influence and Imperfection
Beauty is in the eye of the beholder; art is not. I once read a book that said that right and wrong hold the meaning of life. While humans may need the bad to appreciate the good, no one needs bad art. Plainly…
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A few powerful words. Perhaps.
Here is a rationale for writing and reading from Andreessen Horowitz. “When you read an important idea and put in the work to understand it, you gain the subconscious competence and legitimacy to talk about…
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Powercasting. In a few words.
Here is a rationale for writing and reading from Andreessen Horowitz. “When you read an important idea and put in the work to understand it, you gain the subconscious competence and legitimacy to talk about…
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Why you should read and write and stop speaking in teh
Here is a rationale for writing and reading from Andreessen Horowitz. “When you read an important idea and put in the work to understand it, you gain the subconscious competence and legitimacy to talk about…
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Write. Read. Become Powerful.
Here is a rationale for writing and reading from Andreessen Horowitz. “When you read an important idea and put in the work to understand it, you gain the subconscious competence and legitimacy to talk about…
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Madonna, Sybil and Superintelligence
Do you wish some relationships came with a delete button? While you can choose to crawl under a rock, you are already married to AI. With the dawn of Generalized Artificial Intelligence, your new spouse will…
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Lessons from our first Trimester.
It’s been three months since this online newsletter was born. While 599 subscribers in three months or so may be insignificant, to me it feels like a growing Andre the Giant in the womb, figuratively speaking.…
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LinkedIn, I love you.
I recently had a moment with LinkedIn. I was becoming enraged by my feed and decided to take my problems to a professional. A sort of agency whisperer, if you will. “Your problems with LinkedIn are on you,” he…
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Make it before you fake it.
Last week, Oliver McAteer from Mischief, posted an example of an idea enhanced by AI. [1] The short spot, produced by the agency’s content studio shows two guys attending a Halloween party populated by people…
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Ghost Postings and the rise of the "Inrets."
Have you heard the latest term to describe frustration with the economy? The word is “Inrets” which stands for “involuntarily retired” professionals in their 50s and 60s who are perceived as too old or…
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Thievery and Generative Search.
The young artist imitates, whereas the mature artist steals, although there are exceptions to this rule. ChatGPT stole my content to explain brand advocacy and attributed it to someone else. This was either a…
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Friend is not a verb.
The decline of civilization began when the noun “friend” became a verb, or roughly 2005, with the advent of Facebook. Defenders of this nuisance will point to the ancient English word frēon, meaning “to love,…
Read the article →Brass Tacks at High Point.
The furniture business is basically AI-Proof. Until someone designs robots with sensitivity in their posterior regions, chairs and couches will mostly benefit humans. What I discovered at this year’s High…
Read the article →10, or, ok, maybe 3 things I hate about you.
Being disliked, even hated, is a proven way to boost your online profile, especially for a politician. I recall former Congresswoman Michelle Bachman, who reminds me of current vocalist Jasmine Crockett. They…
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Authenticity. Rhymes with Acne.
I have experience with authenticity. As a budding copywriter, I once invested in a Sony A7 and G-Master lenses. Soon after, I began taking the employee photos that other staff members felt were beneath them.…
Read the article →Hallucinating at Work
If there is one word that’s happy these days, it’s hallucinate. Freed from the dungeons of drug culture, it now describes what happens when LLMs trip out of their artificial minds. The issue is simple. Having…
Read the article →Zig, Zag, Zip.
I snapped the above picture in Chicago yesterday while trying to carry on a conversation with a kid in Middle School. While our failure to communicate may have been due to my multi-tasking, it could also have…
Read the article →Artificial Identity. By the Makers.
Most of us can only observe AI. Last week, I talked with the guys who actually make the stuff: Zig Wu, Senior Director, Workplace Strategy & Occupancy Planning at OpenAI, and Andres Avalos, Chief Product…
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Picture Reality. Then Perfect It.
If you want people to talk about your work or brand in a meaningful, even profitable way, take a picture or type a headline. While “storytelling” and film also work, these take longer and require more effort.…
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The Artful. Not the Artificial.
The image above is from a new installation my firm is creating for Opportunity Crossing in Minneapolis, designed by the acclaimed Damaris Holingsworth . Because Hollingsworth is an architect to watch, a…
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Brand Advocacy and the Artificial.
Brand advocacy is a shorter way of saying "AI follows advertising that people talk about." But who am I to know, right? Fair question. So let me share an e-mail exchange last week between myself and a service…
Read the article →My Book as a Business Cruise
Embarkation: Leaving the Harbor of Paid Media The cruise begins with businesses boarding the ship, leaving behind the crowded port of traditional advertising. Here, Chris Birt positions the problem:…
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It's going to be a wild ride. (And climb)
I will be posting weekly updates from my book, Awareness Without Advertising, here every week. Photos, videos and tip sheets will also be
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AI can't take a picture. Yet.
My new newsletter will be laden with photography and video. Because while AI can make a picture, it can't take a picture. While it can make a video, it can't shoot a film. This insight is so simple that I…
Read the article →The Star Tribune Interview
Chris Birt has written a book about generating brand awareness without much advertising. He has also worked tirelessly in the past year on various ventures, “an illusory partnership in health care and a very…
Read the article →Minneapolis 2020
I will be posting some pictures from the photojournalism assignment I had during the George Floyd riots in Minneapolis in
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They Shoot Maseratis, Don't They?
Elvis Presley had a thing for Italian sports cars (among other drugs). A certain urban legend holds that he once actually shot one of them when it failed to start. Rumor has passed that the low-slung shot of…
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The Growth Hacking Game
A good way to get your mind into Growth Hacking is to consider branding itself as an extension of hacking by other means. And a game at that. The world of web 3.0 not only makes it possible, but probable. The…
Read the article →Now on AudioBooks.
A year ago to this day "Awareness Without Advertising" was STILL at #3 on the Amazon Best-Seller list in Public Relations and #10 in Advertising. It's shooting back up the charts as an AudioBook, narrated by…
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"Anal"-lytics.
PESO Analytics How much awareness do you need to accomplish your business goals? The answer to this question is different for every brand, product or service. One thing you don't need however is to chase the…
Read the article →The Perils of Page Layout
Everything but the ink-stained fingers. One of the interesting insights you gain from writing a book is that print, or more specifically books, matter. I recently came across a site called kindleprenuer that…
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How Much Awareness Do You Need?
P.E.S.O. Analytics. Step-by-Step How much awareness do you need to accomplish your business goals? The answer to this question is different for every brand, product or service. Whatever your awareness goals…
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Brand Advocacy, PESO. What it is and what it isn't.
The above graph outlines the Omnichannel potential of the PESO approach to media. Brand Advocacy helps you exploit this model by giving you Campaign-driven content in the Earned, Shared and Owned categories of…
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The media is the "massage."
Separating the Advocacy From the Advocate. We don’t believe you should spend all your money on expensive software to help you identify advocates or consultants that can’t write or draw either. At our agency,…
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Why Brand Advocacy is almost free. The discussion continues...
Chapter One. What Brand Advocacy Is. End Goal: Understand brand advocacy and the hybrid approach. Brand advocacy is the process of getting influential people and organizations to talk about your, brand through…
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From Awareness Without Advertising
The Online Generation Gap There is a tendency for those who came of age in web 2.0 to think of digital marketing as axiomatic. Or that “machine learning, artificial intelligence and cloud computing will…
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Awareness Without Advertising
Prologue I was born and raised in a place that’s famous for how cold it gets during the winter. It’s been said this location became a hotbed for creative people as they have nothing better to do than to sit…
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Why Brand Advocacy is Almost Free.
It is important to note that brand advocacy does require some investment with creative professionals to develop an advertising campaign. The key however is that YOU DON'T NEED TO RUN OR PLACE IT. If it is done…
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Brand Advocate BS
What Brand Advocacy is Not: Brand advocacy is different than “word-of-mouth” because it requires you to build a stable of content that is brand driven. This may include, but is not limited to, a branded ID, 30…
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Brand Advocate Impostors
(How to sniff them out.) Brand advocacy is different than “word-of-mouth” because it requires you to build a stable of content that is brand driven. This may include, but is not limited to, a branded ID, 30…
Read the article →Don't Like Paying for Ads? Try Peso.
From "Awareness Without Advertising. The Art & Science of Brand Advocacy." Marketing savvy businesses and brands today use some form of “hybrid” advocacy. The issue is that they settle for a Prius-caliber…
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Advertising Is Not About Advertising.
Creating Advertising versus Running It The public's current perception of advertising was formed during the last decades of the 20th Century (1960-2000). During this period. you generally had to pay another…
Read the article →Offer Up Surprise.
When something is freely provided and then financed by an ingenious advertising scheme you are always their product. They need to have every detail of your life and business posted online to make them money.…
Read the article →Awareness Without Advertising. Excerpts from my new book.
Creating Advertising vs. Running It In the 20th century “advertising” and advertising campaigns were synonymous. While the occasional poster plastered somewhere might generate awareness for free you generally…
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The Online Generation Gap
Why 3.0 is the new 2.0. There is a tendency for those who came of age in web 2.0 to think of digital marketing as axiomatic. Or that “machine learning, artificial intelligence and cloud computing will combine…
Read the article →Build awareness without advertising. Let me explain.
Coming in From the Cold I was born and raised in a place famous for how cold it gets during the winter. It’s been said this location has always been a hotbed for creative people as they have nothing better to…
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Design Language at Events
I visited the LA Auto Show this week. One of the more fascinating aspects of this kind of show is the design "language" that each automotive brand displays. Unlike some events, that can be a hodgepodge of…
Read the article →Hire Me This.
You are faced with a hiring decision. One person has owned and operated a small business for a decade. The second person has successfully moved up the ranks in a big company but has never worked for…
Read the article →Marketing Communications Finally Pays Off. In PESO.
Why You Need All Media Working For You PESO stands for “paid, earned, shared, owned,” and serves as a means of segmenting all of the marketing channels at a brand’s disposal into discrete groups. It allows us…
Read the article →The Oil Tanker and the Ballerina
Big companies have deep wells of talent. Ballerinas have agility. On the business stage, I would rather dance with a ballerina than steer an oil tanker. It is much better to remain fast on your feet that flush…
Read the article →Memorial Day Celebrates Real Leaders
"Ridgway considered leadership to have three primary ingredients: character, courage, and competence. He described character—including self-discipline, loyalty, selflessness, modesty, and willingness to accept…
Read the article →Snapchat. Sad Story.
Facebook is crushing you. It’s generally agreed that the moment you turn 35 years of age you are too old for Snapchat. And here you thought 40 was the new 50. While this still-trendy social media technology…
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Site Optimization or Ethical Hacking?
If I were you, I'd worry about both. Here are some more thoughts on the topics. SITE OPTIMIZATION Site Optimization is based on three very simple ideas: 1) get people to your site, 2) keep them there, 3) bring…
Read the article →FOMO? Don't let it happen in business. Or with Mother's Day.
Fear Of Missing Out (FOMO) is the zeitgeist of business. Recently, however, I have finally gotten my proverbial you-know-what-together and no longer feel that I am missing out on anything. Unless I forget…
Read the article →Save 300 jobs. Without politics.
We worked with a big company "skunkworks" once and it "whiffed." The main issue stemmed from thinking they could gain meaningful insights from 300 users with wimpy session times and big bounce rates. We could…
Read the article →Funky Monkey Bounce Rate!
We've been fortunate to work with some of the finest property developers in the county in the hottest destinations. How about a hot spot on the University of Minnesota campus where Bob Dylan once lived? They…
Read the article →You Tube. Beats Stuffing Out of Oreos for "Most Loved" Kids' Brand. 2016.
NEW YORK, Aug. 24, 2016 /PRNewswire/ -- Move over, Oreo, Disney, McDonald's and other iconic kid and family brands, YouTube tops this year's list of Kids' Most Loved Brands. According to the 2016 Brand Love®…
Read the article →Brand as Community.
Behind every great brand today lies a great community. While these “tribes” are drawn together in many ways, talk is the ultimate tie that binds. Companies must create content that people talk about and…
Read the article →Groovyman.com to provide content for ManStuff. Now that's business synergy.
What a partnership. Groovyman.com and Manstuff are both groovy cool or hammer smooth depending upon your taste. To quote the Manstuff site: "Where is it written that a man’s face and hands should feel like…
Read the article →Sean Penn. Bad Rake.
Many of our bloggers and content marketing specialists cut their teeth at The Rake Magazine and Secrets of the City. All of these online properties maintain a healthy profile today but it appears that content…
Read the article →Burn this before your boss reads it.
As a small business owner, it's tough to get good copy written, creative produced and a full mobile marketing effort deployed with an omnichannel focus... Wait, we might be getting ahead of ourselves. The…
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Groovygrams and Racing Canoes
Flying on airplanes is something the groovy man likes. It signifies that his life is well-traveled and always in motion. Of course, if the groovyman had his way he would fly by canoe…” and so we began release…
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Image Sells Product. Take That Snapchat.
The key takeaway in the vaunted Mary Meeker annual presentation is in the chart above. Pinterest sells product due to its graphic presentation, more or less. The bars measure the percentage of TOTAL site users…
Read the article →The 3 Goals of Site Design. (It's That Simple).
HOW TO KEEP PEOPLE COMING BACK Site Optimization is based on three very simple ideas: 1) get people to your site, 2) keep them there, 3) bring them back. Long “session time” and repeat visitors are the…
Read the article →Everything We Do. On One Slide.
Clients and prospects frequently ask me if I can put our process and value on a single slide. I am reminded of what Steven Spielberg said about a good movie--that you should be able write the premise on the…
Read the article →Accountable Care? Advertising? NO!
Many agencies have HMO experience. For a digital marketing agency to have experience with ACOs (Accountable Care Organizations) however, you'd have to go to the specific states where this idea is taking hold.…
Read the article →Better Email. The 5 Essential Words.
USE NUMBERS AND LISTS ALOT. Want more e-mail opens? Just use numbers and lists, like this: "The Candidate's boof summed up in 1 BIG word." Or "The 5 timeless ways teenagers will ALWAYS talk to parents..." If…
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Dissing the Family DJ
If you are traveling over the summer, groovyman.com has a great way to end arguments between “family DJs” during long drives. Because most people lack the time, talent or inclination to actually master a…
Read the article →The Rise of Isaiah Small. Edina Groovy Man.
This is a post from a blog that I own and run by a talented writer, Henry Rohlf. Nice to know schools are turning out good people: Finding a passion can take years, sometimes decades for a lot of people, but…
Read the article →I don't want my TV. Or App.
Smartphones and tablets are the key delivery devices for your brand. The PC and the desktop are pretty much dead for all intensive advertising purposes and without getting too complicated here–something called…
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The King of Ugly Sites
Have you heard of brutalist websites ? The above Creative Director Pascal Deville spends a great deal of time dredging up this junk food of the web. I, however, find something nourishing about the simple,…
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Our Modern (Violent) Family
This evening I clicked from Breaking Bad to something else on Netflix. My recommended choices were serial killing ( Dexter ) pornography, sexual addiction, euthanasia, perverted nurses and a cocktail of series…
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Le' French Rap. A Hidden Gem.
While rap music remains an American dominated genre', there are other countries and cultures where it thrives. In some cases, it even predates American rap, such as old school French rap. If you, like me, find…
Read the article →A White Paper on Black Hat
Now that Google has updated its “spam fighting” Penguin algorithm, it is more important than ever that you refrain from ANY “Black Hat” SEO. Of course it is very difficult to spot the differences in SEO…
Read the article →Pukeable Branding?
So, how to use the unimaginable momentum of something as silly as Snapchat for your brand? Our recent email campaign deals with the question: Snapchat (and its associated memes) works when your message taps…
Read the article →Dylan Does It
How to see your occupancy rate skyrocket. It does require a great client still. I could bore you with copy but better to go right to the
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Analyze People. Not Page Views.
The new rage in online analytics is to track the behavior of individual users on your website. Aggregate data is not all that useful when it comes to improving conversion rates, among other things. Third…
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Programmatic for the People
Programmatic media buying is still kinda fraudy and spammy. (A lot of it is fake owning to its genesis in the worst corners of the web.) Then again, it appears people are no longer buying the spin--if this WSJ…
Read the article →Scaling Advocacy
Scale is a useful concept for understanding advocate influence. Sites like Klout track the online influence of individual users. Online "influence" is frequently inflated because it fails to accommodate a)…
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Hot Rod? Try 2000 HP.
Fascinating insights from the finest living automotive writer Dan Neil here
Read the article →McKesson. A Prescription for Precision.
Sophisticated management of prescription drugs is a long time in coming. Today with the abuse of opioids and other pain-killers approaching epidemic proportions ABGeist clients like McKesson are automating the…
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Will Work. For Data.
Someday advertising agencies will figure out they are in the software business. Instead of asking clients for their dough they should really be asking for their data. Because if you can't help a company make…
Read the article →Bacon Showers and Other Pins
Do you have what it takes to Pin with the Best? Some of the best work is being done by our own client, FloCo Fusion. Where else can you find bacon strips in the shower? While we're at it, we also like this…
Read the article →Newsjacking. Cousin of Photobombing.
As you have no doubt read, numerous NFL players were photobombing the digerati during the Oscars. In the spirit of aggressive social media tactics I recommend you read a book NOT written by me on…
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Social Listening. On the Cheap.
This post is a bit dated , but it is also inordinately helpful for anyone that wishes to listen in on the conversation of others. The reason it is a bit old is because when you try to find posts about this…
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Ethical Hacking. Sinfully Effective.
An article from The Daily Beast claims Apple has opened the 'back door' to an iPhone before. The truth is that encryption, and the ability for savvy marketers to get around it for marketing, has been a…
Read the article →Brand Advocacy. Artfully.
Making sense of digital is an art. Our agency was founded on it. Over the years, corporate chieftans, social disruptors and savvy black swans have all seen themselves in this artwork–created for us by…
Read the article →Good Branding. It's a Bad Habit.
Brian Solis has done some of the best work on "Conversation Density" that I've seen. To daily practitioners of conversation-centric marketing automation (Cision, Meltwater) his name is well known. What is not…
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Ludicrous Update on Telsa Model X. Still no sound.
As groovyman.com has maintained, Telsa is laying down drag times that obliterate gasoline combustion engines by a few .10 of a second. And yes, Ludicrous mode is scary (sort of). But where is the wail? I am…
Read the article →Lucifer Roars
he Hellcat in fury, in either iteration (Charger or Challenger) is like hearing Wagner in the original Teutonic. Caterwauling and over-the-top. While the Tesla has insane power, what it lacks, and this is…
Read the article →Man Sticks Head Through Wall. Looks Great.*
While we've got nothing against big agencies (or any former employers), it's better to measure stature of a firm by the size of their ideas. It's not hard to picture what we're talking about. The Lucid brand…
Read the article →Big Dog Buzz
I really appreciate all the emails about my posts. Seriously, though, you should just visit www.buzzthatbrands.com and thoroughly digest every slice of the conversation prism if you want to take a bite outta…
Read the article →Idiotic Consistency.
We worked with a freelancer last year. He was an idiot. We had a partner once. He was a jerk. Both proved to be reasonably successful for business and here is why: Consistency. While the freelancer was an…
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Cellphone Bling. Burgers. & Music Services.
We join this post in progress from a seat at the CMA and a discussion about take out food with Drake... Because hamburgers cannot play musical instruments allow us to provide a short, sizzlin’ guide to the…
Read the article →How Fast is Fast?
Tesla, always looking for more (and God Bless their horsepower loving hearts) has moved beyond “Insane” mode in the P 85D. For a King’s grand, you can drop your 0-60 time from 3.1 – 2.8, and take every other…
Read the article →How Marketing Will Be Re-Written in 2016
Love this name for a company. If ABGeistDigital did not have a track record I would purchase the North American rights to the above name and here is why: 2016 will be the year of the marketing brand BINGE. I…
Read the article →Trump as advertising pitch.
A little secret. Over the years very few clients have listened to me. Maybe if my name was Trump and I had bathrooms with gold pee stalls and more hair... Now that I have your attention, suspend any concern…
Read the article →Tune Rage. Solved.
If you are traveling over the Holidays, groovyman offers a way to end arguments between “family DJs” during long drives. Because most people lack the time, talent or inclination to actually master a musical…
Read the article →4 Overlooked and Ridiculously Obvious Reasons The Potato Holds The Key To Marketing Success.
So is binge branding here or not? Read this dispatch from the intrepid Shelly Palmer at CES 2015. "T-Mobile is boosting video consumption offering free online video bingeing (“Binge On”) from 24 powerful…
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Buzz Branding? Try Binge Branding.
Understanding that more and more consumers essentially prefer to "binge" on content holds the key to better marketing. (A great post here from Deloitte .) If you doubt this assertion, I suggest you pay…
Read the article →How Many Ways Can You Picture Health Care?
One of the advantages of running an agency in Minnesota is that "health care" is a hub here in "fly over" land. At ABGD, we have more than Mayo Clinic to thank for that national perception. The largest HMO in…
Read the article →Hands On Banking. As in "Hand Saw." Mixed on Phone (Lumia 1520).
A clip from our TV campaign for Minnwest Bank. Shot with a little camera and mixed on a phone. If you are a TV production studio you might want to stop reading now and burn this post before your clients read…
Read the article →$849,000.00 in earned media from $69K. That's like, what, a 900% ROI?. I lost track.
Depicted above is the most successful multi-level content marketing and event campaign ever created for a grocery store. It was copied by Target Corporation in Houston for $1,500,000.00 and the ROI was nowhere…
Read the article →3 Ways To Make People Love (Not Hate) You Online
We all want trophies when it comes to digital marketing. And yet too many brand managers still give me that "deer in the headlights" look when I say we can take them to a million unique visitors in a flash,…
Read the article →E-Nail It.
This chart says it all. When it comes to actually selling things through mobile marketing, email nails it. Anyone can sell you on social posting but it takes a more experienced hand to craft a successful…
Read the article →Bad Love Buy
Scale is a useful concept for understanding a "brand advocate's" influence. Sites like Klout track the online influence of advocates. Yet online influence must correlate with real world respectability and the…
Read the article →The Most Demented Product of the Year
As an agency known for buzzthatbrands (go there now, www.buzzthatbrands.com ) I am often reminded of the secret to Marlene Dietrich's fame. She said, "say something nice about me or say something nasty but at…
Read the article →Exploiting Xmas. By hook, crook or archetype.
We're not ones to ever talk about politics or religion with clients but this idea? classic ABGD formula. Invent something that addresses a zeitgeist whether real, or in this case, perceived. Thinking people of…
Read the article →$2.4 million earned media from 6k ad. No PR.
If you'd like a download of this and how we accomplished this visit here . It remains the biggest brand for buzz buck of the last five years. While past performance is no guarantee of future success, you might…
Read the article →Buzz That Brands
How do you create create branding from clear blue sky? We have assembled some of our best work from the past decade (most of it in the last three years) that has collectively generated millions in earned…
Read the article →Fake Buzz. For A Beer.
Let's say you have a craft beer that has to compete against SAB Miller (or whatever they are called now). Let's say that the Surly, Summit and even Fulton local beer brands have a two year head start on you.…
Read the article →Your Mind. On Growth Hacking.
A good way to get your mind into Growth Hacking is to consider branding itself as an extension of hacking by other means. The world of web 2.0 and now 3.0 not only make it possible but probable. The most…
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