You speak to millions, but you’re talking to no one*

In principle, mass communications is a simple concept; if you have a message that you think a lot of people need to hear, you broadcast it to everyone at the same time. But in reality, it’s most often based on what you need to say, not what the target audiences need or want to know. Sure, most brands make an effort to create the message in a way that is creative and appeals… Read More

You Compute Me

Let me start off with a confession: In my entire life, I have never used a dating app or a dating website. Of course, I am now a happily married man, but I have been single in the internet era. Yet, I never saw the appeal in meeting women online. (I did develop a very simplistic matchmaker program in computer class in high school, back in the 80s. But that’s a story… Read More

Taking Social Currency to the Bank

Using social media for marketing purposes can be hit or miss. If you get it right, you can attract thousands of followers, engage them in conversation, be a hero, go viral, sell lots of your product, and generally be seen as a likeable brand. But if you fail, best case scenario is that you end up being ignored. Worst case, you create animosity towards your brand, where people boycott your products, refuse… Read More

5 brand personalities no one wants to hang out with

The great digital party is in full swing, and everyone (I mean EVERYONE) is invited. Across social media, blogs, video sharing and mobile platforms, consumers and brands alike are hitting the massive, glorious dance floor we call the Internet, where the line between the personal and commercial space is blurred beyond distinction. But be warned… just because your brand has showed up at the party, doesn’t mean it’s welcomed. If you are anything… Read More

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