Brands' ability to reach their target is directly linked to how much advertising they are buying. By offering genuine value from your content, brands can build their own loyal audiences.
Content Marketing – The Power of Your Own Audience
Automation vs Experience: Lessons from an Historic Spaceflight
Equipped only with a marker pen and a wristwatch, with some help from his buddy on the radio, Gordo Cooper landed his spacecraft with relative pinpoint accuracy.
LESSONS FROM HOLLYWOOD: How Brands can use Storytelling to Build a Loyal Audience
For a century, Marketers have been in the business of interruption. That is, inserting their brand messages in between the consumer and the content he is actually trying to get to.
The Curious Case of Paul Flart & How Companies Still Don’t Understand Social Media
When I ask someone, "Why aren't you more active on LinkedIn?" a very common response is, "If my boss saw me posting or editing my LinkedIn profile, or speaking at a conference, he will think I am looking for a new job."
How Culture is Key to Driving Innovation
Last year, while working as Vice President of Digital Marketing & Audience Development at Mediacorp, I was part of a panel of digital transformation experts at an event called "Engaging the Workforce of the Future" hosted by Workday. I share some of my thoughts in this series of videos from the panel discussion. In this... Continue Reading →
What Brands Must Learn from the Entertainment Industry, Part 3
In this three-part video series, I discuss how brands must harness the power of storytelling and #contentmarketing to succeed in this new era of new digital media. In this first video, I talk about how digital media has changed consumer expectations and Brands must no longer rely on interruption to reach audiences. https://youtu.be/WhZheHdKfxQ In this... Continue Reading →
How Culture is Key to Successful Digital Transformation
At least three times in my career, while being hired to join the "digital transformation" team, I have heard the following analogy: "We want you and your team to be the virus that infects the rest of the organization." The analogy always sounds great. But the success of a virus is always determined by the... Continue Reading →
The Kids Are Alright: the Mutual Benefits of Mentoring
Why I have managed to constantly adapt to different industries and reinvent my career over more than two decades is because I find there is always something new to learn. And more often than not, those lessons come from people much younger than myself.
Debunking the short-form content myths
The magical 90-120 sec video formula is a myth propagated by companies who want to sell you 90-120 sec videos (and the platforms that carry them). What most consumers are unwilling to watch for longer than a couple of minutes...is bad content.
Culture’s vital role in digital transformation
One of the most often invoked phrases is the need for companies to “fail fast.” Too often, this is pure lip service.
Miguel Bernas 