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 […]

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 […]

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 […]

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 […]

Maybe this scenario sounds familiar–you’re at an airport between flights and you’re desperate to power up your laptop and cellphone and maybe even your iPod. You search everywhere, drawing strange looks as you get down on all fours to look under the occupied chairs for a solitary unused outlet. Half the time […]

I was amused to see an article on iMediaConnection UK called “The New Paradigm: Marketing as Service.” The author, Stuart Maister of UK-based Broadview, notes:
At the recent iMedia Agency Summit in the U.K., I heard two ideas that I think are now among the most powerful in marketing. One, attributed to Simon Andrews of […]

Sedentary kids are a meaty social problem. Video games tends to exacerbate the situation, causing carpal tunnel and tooshie fatigue. Can WiiFit get these kids off the couch and help them burn a few calories? Dance Dance Revolution made some headway in this area and was even adopted by some school districts as […]