The New York Times published an article yesterday regarding some struggles that Nike is facing in its ad campaigns. Numerous themes that I have discussed in this space in recent months were apparent while reading this. The article noted that Nike is facing a big challenge in driving brand engagement amongst large segments of their […]
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Where’s the ROI in Social Media? (Part Two)
In February, we posted Part One of this series. Part One was meant to be just an introduction to the topic. Part Two is a more in depth look, emphasizing mindset to measure ROI. One of the thought leading pieces on this topic came from a 2010 article in the MIT Sloan Management Review. Although […]
Why Centralized Marketing Control Benefits a Brand
One of the chief desires of corporate marketing management is control. That’s why centralized marketing benefits large national brands like Coca-Cola.