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Brand
We here at TruLondon all want social media to succeed and to be embraced quickly and vehemently. That will, however, only happen if we take a considerate, balanced, even critical approach to all it offers. And, if we resist the temptation of positioning social media as the be all and end all, the solution for...
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WARNING: THIS BLOG CONTAINS IMAGES OF CLOWNS AND SPIDERS. IF THIS IS LIKELY TO INDUCE NIGHTMARES, PANIC ATTACKS, SWEARING OR SWEATING, PLEASE ONLY CONTINUE READING THIS BLOG AT YOUR OWN RISK. THE AUTHOR CANNOT BE HELD LIABLE FOR ANY OF THE ABOVE OR ANY OTHER NEGATIVE EFFECTS YOU MIGHT EXPERIENCE. When our new TV creative...
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Very good, isn’t it? This isn’t the only execution, but more about this later. TV is an incredibly powerful medium. We started running TV ads in October 2008 and since then have – not only through TV but through all our activities – increased our brand awareness from 31% to 73%. Our searchable CVs have...
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The core argument of football clubs (and other sports rights holders) is always about the positive impact of a sponsorship on the brand of the sponsor. Usually these conversations include TV viewing figures, the captive audience in the stadium, the number of sold shirts and recently the number of times the team that carries the...
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Writing and reading several blog posts over the last few weeks made me think about marketing and about business. Marketing by definition is customer/ individual centric, so why are there still so many people that see marketing just as advertising and promotion (brand centric)? The answer is quite obvious, because the majority of so called...
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Whilst writing last week’s post about “how mobile changes usage behaviour”, it became clear to me that mobile is so much more influential than social media – the change driven by mobile will be much more significant than social media. Obviously, one could say, that it’s not fair to compare the two: Social Media after...
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I’ve been mulling over your recent comments that there is only one brand: Forget employer brand or any other branch of branding, it is really all just the company brand looked at through different eyes and presented in a different wrapper. Breaking this down further, I’ve been looking a lot at the difference between corporate...
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Authenticity through technology!? Who would have thought this? Not long ago, everybody was talking about technology minimising authenticity and removing the human touch and human contact. Now it’s the opposite – technology increases authenticity. It’s quite an ingenious formula: technology enables direct access (to information and individuals) and as a result creates a unique, instant,...
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Last Monday I had one of these perfect conversations when everything falls into place and a bigger picture emerges: I was standing outside of Northcliffe House talking with Christophe Asselin, the event director of for imedia connections, about different topics for the next imedia event, such as crisis management and the potential and upside of...
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We have shown that embracing Brand Impermanence could have huge benefits to both brands and agencies but the ultimate challenge lies with clients themselves. How can they organize themselves in a way that delivers strong distinctive brands and shareholder returns while remaining in the “now” of relevant and effective brand communications? The long term success...
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