as appeared on TheCMOclub.com 5/28/08:
#1. EMBRACE MARKETING AS SERVICE
Because “marketing as service” provides a real value, magical things happen, prospects turn into customers and customers turn into brand evangelists. When HSBC wanted to bring their position “The World’s Local Bank” to life in New York City, Renegade developed the HSBC BankCab. The iconic Checker Cab, […]

This is the second of two columns on nonprofit branding (first appeared 5/13/08 on PhilanthropyJournal.com)
Branding began with cows, as a way to keep ranchers’ herds distinct. But in the nonprofit world, brands play an equally important role in helping donors and constituents determine which herd to join and which to steer away […]

This article was written in two parts for Philanthropy Journal, the first appearing May 6, 2008:
Good Brands Don’t Hurt (part 1)
The first brands were burned into the hides of cows. This was painful for the cow but good for the rancher who wanted to keep track of his herd. Later on, certain brands […]

A fellow Renegade recently took a job on the Client side and asked for some advice to ease the transition. Here’s what I suggested:

Know your brand: Seems simple enough but you’d be amazed at how many folks on the client side can’t articulate their brand’s values and aspirations. Without this understanding, how can you […]

A memorable moment in Monty Python and the Holy Grail is when a galloping minstrel sings of Brave Sir Robin and how “he ran away, he ran away” when faced with adversity. With a downturn (dare I say recession) looming, my advice is simple: don’t be Brave Sir. Robin. As the old saying […]

A new year awaits, ripe with promise. Time to pounce on the opportunities that guarantee higher ROA in 2008. Here are a few for your consideration:
1. Stand for something—Sounds simple enough but few brands or companies for that matter, really stand for anything. Those that do seem to thrive and inspire endless amounts […]

Optimistic by nature, we marketers tend to rally behind the next big thing faster than you can say
“sub-prime mortgage.” In 2008, marketers should avoid “strategic planning” hyperbole and focus instead on measuring their success one satisfied customer at a time. The following is a brief look at ten ideas that could help you engage […]

Consumers around the world are taking charge, transforming their relationships with brands from buyer to reviewer, inventor, designer, ad creator, champion or critic. The insightful folk at trendwatching.com call this phenomenon “Customer-Made,” and believe, like I do, that this is not a fad. If anything, brand democratization is a global movement that will just get […]

Aye, we approached the ship armed with two muskets, one saber and a long knife fully intent on seizing our share of the treasure aboard–one way or another. We strolled toward the waiting wenches, one of whom asked for our papers, a dance and finally our room number. The security team gave us suspicious looks […]

AS MARKETERS scramble to mine the “consumer-generated content” boom many will soon discover that while there is some gold in them there hills, only a few brands will be enriched by their efforts.
Chevy Tahoe is the most recent example of a marketer looking to capitalize on the idea. Their new Web site, (www.tahoeapprentice.ca /index_ca.php) gives […]