Marketing expert Jonathan Salem Baskin suggests Nestle’s move may be more about corporate strategy than selling tasty morsels of peanut butter and chocolate.
Big Data and The Law
It’s in the best interest of the business community to assert some leadership on privacy matters, and the business community hasn’t been doing it.
If marketers aren’t proactive about data collection and privacy, it could end up costing them in the end, according to Ad Age. Although consumers ask for more relevant ads, argues Jonathan Salem Baskin, it doesn’t mean they are willing to give away all of their personal information for free.
“Target’s bad news headlines sting [concerning its data privacy issue], but it’s only a reputation problem if people behave differently because of it.”
A lively conversation about Amazon’s drones, valuations of marcom tech startups, and whether good grammar has any place in marketing.
Agile for Management
News this week that Blockbuster will shutter its remaining 300 retail stores was greeted with the typical pithy analyses about the Internet changing everything. They’re all wrong.
Tesla Motors Inc (TSLA) and Twitter Inc (TWTR) are in two very different places, but both must figure out how to reset investor expectations.
Forbes contributor Jonathan Salem Baskin chimed in with similar concerns astutely noting at the end of his article, “…the Twitter IPO will prove only one thing with absolute certainty: the social media business model is to profit from selling social media.”
Lots of brands have twigged that branded content is a great way to get noticed, but the trick is to go beyond ‘number of views’ and seek something deeper.
Do ad messages have a credibility problem?
Yahoo’s new logo is boring, and that’s the whole point.
Will Google’s Android KitKat Promotion Catch On?
The Agency Post
My riff on the Publicis-Omnicom merger was included in this article.
In the context of arguments about privacy, Jonathan Salem Baskin recently pointed out that marketers tended to shy away from discussing the vast amount of data it collected on consumers.
CNBC – The Kudlow Report
Boeing’s reputation problem isn’t a PR issue but an operational one.
Can social brands provide meaning to your life? I don’t think so…
iNVEZZ, The Investor’s Portal
JCPenney turns to Blackstone for answers…
The ideas in my book Branding Only Works on Cattle are more relevant today than ever before.
CNBC – Fast Money
J.C.Penney’s latest fashion announcement (Joe Fresh) may not be enough to restore its sales or reputation.
Mt POV on Dell’s branding woes were contrasted with HP in the Nigerian market.
American Public Radio/Marketplace
So one expert believes the key to great Super Bowl ads includes humor, animals, and avoiding any selling message. I disagreed…
The Progressive Farmer
If Coke wanted to make its acknowledgment of the obesity issue seem insincere, it couldn’t have done a better job. Baskin says the company should just say what the video implies, and say it early and often: Drink less soda.
A year after the launch of JC Penney’s “no sale” or “Fair and Square Pricing Model,” Forbes’s contributor Jonathan Salem Baskin has disavowed the company’s restructure.
CNBC – The Kudlow Report
Boeing’s reputation problem goes far beyond its immediate issue with battery failure. Innovation requires innovative management, metrics, and communication. This video interview also features Bob Crandall, former CEO of American Airlines.
So while big brands are still talking about image and engagement and likeability and clicks and shareability and all these nonsense terms, the reality of how we’re already interacting is far more dependent and reliant on the truth than we are really able to recognize or have the language to describe.
Forecast for 2013: “Unrestrained commerce. Soapboxes for every possible voice. Loud, endless arguments. False identities. Hidden agendas. Regulators chasing the latest innovation. People thrown together in explosively novel, sometimes threatening ways, in a place where the rules of normal society don’t seem to apply.
The last thing that VW needs to do is spend money on yet another “funny” Super Bowl spot, says brand consultant Jonathan Salem Baskin. VW would be best served, he says, by resisting “the siren call of their ad agency — and the Super Bowl.”(Tuesday, December 18, 2012)
Selling the Marketing Dream
Sue and Jonathan are on a crusade for truth and are working to change the future of marketing by talking to tomorrow’s marketers on college campuses across the US and UK.
The Daily Wrap, From The Wall Street Journal
Chick-fil-A’s corporate giving is relevant to its customers because they fund it, which begs serious questions for brands using charity as a marketing strategy (forward to 7:42 in the podcast below).
Social Media Today
Sweden’s experiment in giving its citizens control of its @Sweden Twitter account is officially a failure; let’s admit it and come up with ways to improve the campaign.
American Public Media/Marketplace
‘Corn sugar’ loses to ‘high fructose corn syrup.”
Simon van Wyk caught up with Jonathan Salem Baskin following HotHouse’s Social & Mobile breakfast last week. The pair have a fascinating conversation that touches on authenticity, community, engagement and the need for truth in marketing.
The Perrett Report/Sky News
Jonathan has an extended live conversation with Australian business reporter Janine Perrett about Mad Men, changes in marketing, and whether Hai Karate cologne makes good on its brand promise.
Truth is the one thing few marketers talk about, yet it’s pretty much the only thing consumers care about.
Is it a good idea for Pepsi to bring back Michael Jackson for a branding campaign?
MarketingPower (a podcast of the American Marketing Association)
In this exclusive interview, Jonathan Salem Baskin, author of Tell The Truth: Honesty Is Your Most Powerful Marketing Tool and president of Baskin Associates, shares how marketers can use truthfulness to engage customers and market effectively.
American Public Media/Marketplace
Cane sugar vs. corn syrup: Battle of the sweeteners.
The Holmes Report
Marketers wake up to the truth: Jonathan Salem Baskin and Mediacom’s Sue Unerman delivered a thoughtful summary of why authenticity and honesty are the only ways that brands can navigate today’s consumer expectations.
Foot Locker halts events after riot over Nike sneaker: Foot Locker on Friday suspended special events planned for the release of Nike’s debut NBA All-Star sneaker at various stores in Florida after a riot broke out among hundreds of people at an Orlando mall.(Friday, February 24, 2012)
Why The Next Big Thing Already Happened: Facebook’s core strength isn’t that it’s a novel concept, but rather a smart application of a very old idea. With this in mind, use this article to help identify what’s most marketable about your brand.
Content Isn’t Branding: Why Chrysler’s ‘Halftime in America’ Needs a Second Act: A Great Film Without Action in Its Wake Leaves No Tangible Tie to the Company
National Public Radio (Marketplace)
Kellogg’s Snacks on Pringles(Wednesday, February 15, 2012)
Are Super Bowl Ads Worth It?