I had a dream last night that my phone was ringing off the hook from CMO’s losing sleep over Marketing as Service. One in particular, the CMO of Sealy, told me he understood the merit of the concept but he simply couldn’t figure out how to get there. And just as I was […]

Maybe I had too much coffee this morning BUT I’m positively bursting with enthusiasm about the concept of Marketing as Service as both a timely and powerful way to cut through.
On the timeliness front, consider Gordon Gould’s commentary today on MediaPost called “A Recommendation Economy.” This well constructed piece first confronts the challenge Social […]

It’s truly exciting to see how cutting edge marketers like Nike are running with Marketing as Service. Here’s a brief from MediaPost on the efforts by Nike 6.0 to support action sports enthusiasts with a branded community on Loop’d:

Members of the Nike 6.0 community can create profiles, share photos of themselves in the […]

On occasion, I’ve noted the differences between “service as service” and marketing as service but a recent article in AdAge obliges me to revisit this topic. The article “How Apple is Blurring the Line Between Marketing and Service” does a great job chronicling how Apple has really stepped up its customer service at its […]

In Jonah Bloom’s editorial on Marketing as Service (MAS), he challenged a couple of marketers including AT&T and Citi to “make their marketing useful” and offered up a couple of examples which he thought would provide utility for New Yorkers. To some readers, both examples sounded like acts of Corporate Social Responsibility (CSR) thus muddying […]

We started working with a bunch of new clients in the last three months many of whom were attracted to the concept of Marketing as Service. In each case, we were able to come up with an idea that met their marketing objectives and provided real value or utility to their customers or prospects. […]

Though Renegade coined the phrase “marketing as service” we elected not to apply for a service mark. Our thinking was along the lines of IBM when they coined “e-business” and encouraged its use so that they could be at the center of a new industry. In effect, we are prepared to “license” the […]

Great article in the June issue of Media Magazine called “Unglued from the Tube” by Liz Tascio and not just because she had the fortitude to quote yours truly. The article explores all the changes in media availability from taxis to interactive billboards to elevators and how this “nomadic media” avalanche has transformed the way […]

It’s June and if I still lived in my home town of Newport Beach, I’d be waxing up my surfboard (if I had one) and heading for “the wedge” (if I actually knew how to surf).

Okay, I admit it, I’m a wannabe surfer and still intend to learn before I die. As part of […]

Oh those crafty agency types, saying the same thing but calling it by a different name so that each can “own” it. And yes, we’re just as guilty as everybody else with both the carefully crafted Marketing for Good and Marketing as Service concept descriptors. That said, here’s a little index of […]