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 […]

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 […]

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 […]

Jonah Bloom (editor-in-chief of AdAge) scribes a savvy look at Marketing as Service in his editorial called “Make Your Marketing Useful, Like Samsung and Charmin” in this week’s AdAge. Not one to mince words, Jonah goes so far as to suggest that large advertisers “take a small chunk out of those billion-dollar budgets and […]

In a world polluted by banal messages it is annoyingly hard to find great cases of “marketing as service.” So today, I’m pleased to offer two reasonable good examples, fresh off the pages of this week’s AdAge.
The first comes from an interview with the new CMO of Wachovia, Ranjana B. Clark, […]

You know Marketing for Good has gone mainstream when the two largest consumer packaged goods (CPG) companies are battling it out to prove their goods are the most good. Here’s an excerpt from AdAge called “P&G Or Unilever: Which Is Best At Saving The World?”
Nothing indicates the growing importance of “ethical marketing” more […]