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Author archive
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Conversational Branding: The infamous ‘What Do You Do?’ Question
Posted on April 13, 2012 at 2:16 pm
We’ve written previously about the ubiquitous social question, what do you do? It’s interesting, at least to us, that the answer to the question is at the heart of a brand proposition. If you can’t say it in a sentence or on some other small space, like a business card, doing so is even harder on [...]
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Hungry For New Media Ideas?
Posted on March 19, 2012 at 3:38 pm
Marketers should take note of an interesting article in yesterday’s New York Times about the promotional campaign for “The Hunger Games” movie, which opens this coming Friday. The campaign is a mix of old and new media, but the lion’s share of the spending, by movie maker LionsGate, is digital. The digital focus has resulted in [...]
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Social Media Tools Communicate Brand Measurably
Posted on February 23, 2012 at 12:09 pm
Trying it vs. Liking it: changing perceptions to social media and ROIMore and more marketers like social media as a tool for demonstrating return on investment.For much of the last decade, social media was something most firms experimented with, tentatively, instead of investing in wholeheartedly. Firms tried social media as another tough to measure tool [...]
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Fresh Brands
Posted on February 1, 2012 at 2:31 pm
Nothing pleases our senses more than fresh-cut brands. But what does fresh mean these days? To us fresh brands are: Interactive. Something to sink your digits into with left-brain metrics. Yes, interactive means great websites, social campaigns, SEO/SEM and email alongside usability, click-through and rankings. But interactive also has the right-brain responsibility to deliver the [...]
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ROInterest
Posted on January 13, 2012 at 12:25 pm
Like many of you, we’ve learned that the highest immediate return on marketing dollars is realized in interviews with existing clients. Think about it. The cost of interviews with a professional interviewer is somewhere in the neighborhood of $1,500 per client. Let’s do the math. $1.5k is less than a quarter-page ad in a glossy [...]
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Greenfield/Belser Holiday Cards Rank Highly This Season
Posted on January 12, 2012 at 11:46 am
Congratulations to our client McMillan whose holiday card was ranked by Precedent Magazine as one of the top five law firm holiday cards in 2011. This year our charge was to deliver holiday delight while highlighting the firm’s reach across Canada and beyond. With well wishes from each of McMillan’s office locations, we did just that in [...]
Brand Thinkers
Joe Walsh
Joe Walsh, a life long professional services marketer, is a principal and creative director with Greenfield Belser. He offers clients a wealth of sophisticated brand positioning, market research, creative development and media planning skills.