When the Branding Gets Tough, the Tough Quit Branding
Word of Starbucks’ new “What Starbucks? I don’t see any Starbucks” strategy took me by surprise. Could you imagine a place that offered, among other things, two all-beef patties and special sauce on a sesame seed bun without being sold from underneath a pair of golden arches? That’s pretty close to what Starbucks seems to [...]
read moreWe're not doing it because it's easy
Recently my buddy Jon Austin started a discussion about his key concern with using social media, specifically Twitter, for business communication: “it doesn’t scale well.” That is — sure, Scott Monty, Ford Motor Company’s in-house social media wizard, can handle most of the interacting and listening and sharing Ford needs right now, but what about [...]
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