Tuesday, April 30

Marketing During A Tragedy

We've sadly had a number of tragic events in the last few years.  With brands as members of communities, it's important to respond appropriately.  Here's an article I wrote for Mediapost on just that topic.  Click here to read.

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur

Monday, April 29

Of A Certain Age

I just recently hit a milestone birthday, a big one.  Celebrated appropriately by leaving the country for a little getaway.  The funny thing is that ever since I have come back, I keep hearing the same phrase over and over.  I'm sure I heard it before, it just never hit my radar before.

Being "of a certain age."  Guess it means being middle-aged or even just plain being old.  I guess I am now "of a certain age."  I was at breakfast with a colleague on Friday and the term came up two times!

It does make sense when I think about it because it's not like "senior citizens" or "seniors" really applies anymore.  Being 50 is not old and it's not "senior" anymore, despite the AARP card that arrived in the mail last week as well.  Old timers are now a lot older.

Made me realize that I have to be careful in guiding clients on how to refer to older audience segments.  They're not as old as they used to be!  They're just "of a certain age."

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur

Friday, April 26

Totality and Tonality

I just finished one of my double weekend intensive courses at NYU and I'm also about to finish my grad-level class as well.  What a semester ... so much fun!

Both classes are all about brand building, with slightly different focuses and one a lot more thorough than the other.  But in both we talk about building the brand experience and specifically about the TOTALITY of that experience as well as the TONALITY of that experience.

In honor of my NYU students, I post this article I recently wrote for Entrepreneur about totality and tonality as it relates to brand marketing.  Click here.  Happy Spring Semester!

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur

Thursday, April 25

The Netflix Rebound

I say all the time that marketing is all about making good decisions and I have tremendous respect for brands that make consistently smart decisions over and over again ... and rebound from making an occasional bad one.

We were recently talking about Netflix in my class at NYU for this very reason.  Netflix is on a complete rebound, making good decision upon good decision after making quite the snafu that almost cost its brand not too long ago.  Respect.

The irony that we were reviewing the case study in class and next thing I know I get a call from PRWeek to comment on a story.  We were talking about how the brand is originating new content, posting marathon sessions, and of course now streaming video, which is exactly what the reporter was investigating.

I love when the classroom ties to reality, especially when it's about good marketing.

You can give the article a read here.

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur

Wednesday, April 24

Here We "Dove" Again

There's a new video circulating social channels that is captivating women.  Again.  While the video is new, the concept is not at least not for this heritage brand ... but it's a must see for anyone inspired by great marketing.

Dove and its campaign for real beauty.

Once again, Dove is capturing the real beauty of real women, and real women of all ages seem to be resonating with it.  The brand owns this space and they continue to work it.  And impress.  In fact a friend at my agency inspired me to write about it.

The video kind of speaks for itself, and it definitively speaks to the power of a consistent brand experience driven by a consistent brand equity created from a consistent yet powerful consumer insight --- and a consistent brand promise rooted in consistent product features.  Consistency!

Perhaps it's the pace or the long format or the sort of sepia feel, I'm not sure.  But the video is captivating story telling at its finest, at least in my mind.

A marketing classic, still and again ... consistently.

Give it a view and let me know ... What's your experience?  Jim.



Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur
Oh ... And winner of a 2013 Social Media Icon award for this blog!

PS - here's the sign of the holy grail in marketing ... when your work gets a parody!  It's not that it's cool to be mocking this, I'm just marveling at the fact that it's hit pop culture status.  For a brand that's huge.


Tuesday, April 23

Social Media Icon ... at 50?

Last week was a big week for me.  I'm putting the finishing touches on my next book (the third in the series), which is coming along quite well I am happy to say.  It's all about personal branding and getting what you want out of life by marketing yourself like a brand.  I really hope that people like it.

And ... I won a Social Media Icon award from PRNews for this very blog that you are reading right this very second.  I am thrilled beyond belief, as you can imagine, for the recognition and vote of confidence.  It's not always easy writing a post every day, but I really enjoy it.  A little nod along the way really helps though.

The irony of these two seemingly different events is that they both occurred the week I am celebrating a major milestone birthday.  So to get a Social Media Icon award at 50 (FIFTY!) ... and to write a book about personal branding at 50 (FIFTY!), is not lost on me.

We tend to think that social media is for the young and we tend to think that getting what you want out of life is for the young as well.  Well, not so much, at least not exclusively.

I just turned 50 and I have never been in a better "place" in my life.  I work on my "brand" every single day and I am surrounded by people that I thoroughly enjoy both personally and professionally.  I get up every morning and comment on something going on in marketing that is helping me to continually learn.  Social media has given my "brand" a voice that perhaps would have never been heard before, and for that I am eternally grateful.  If that makes me an "icon," then I will take it.

Thanks for every one of you who reads my blog and listens to my brand's voice ... you are a huge part of my brand.

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur