In times of crisis, the safe action for brands is to stay silent - but is this truly the right course of action?
How to Build a (Basic) Social Marketing Plan
The creation of a social marketing plan shouldn't have to be complicated. In this talk, I outline two major themes of a social marketing strategy, and six specific 'checklist items' that one needs to design, create, and answer in order to build a basic social marketing strategy.
The Treadmill Test and the 3Cs of an Authentic Brand
“Be authentic.” We have all heard it before. This statement, sadly, ranks among one of the most over-used pieces of advice for brands. But what does it really mean?
The Truth About Content Trends
How should brands think about content in this day and age? Perhaps it's not all about the platforms and available technology.
To Break the Internet, Light a Powder Keg of a Truth
How did Jollibee break the Internet in three stories? By lighting a powder keg of a truth - and telling it very, very well.
Are Niche Brands Asking the Right Questions?
Why do some niche players do well? Why do some fail? I take a look at a successful niche brand and outline three possible reasons why it's a story of success.