I love to read, especially while relaxing on my porch, so nothing says summer more to me than compiling the long list of books I’ve been mentally stacking up as “must-reads” and preparing for a literary feast. Historically, I have always had a large stack of books at the ready, covering rather diverse topics, and while that often daunting stack has been replaced in recent years with one sleek Kindle, the thing that hasn’t changed is the variety and number of books I tend to read at one time. I always manage to somehow work reading into my busy schedule—a chapter here, a paragraph there—but what I really look forward to is a week at the beach where my only focus is sitting in a beach chair and reading one after another. This year’s beach excursion was no different. My reading consisted of the most recent book—In One Person—from my favorite fiction author, John Irving; an inspiring series of interviews by Martin Gayford, A Bigger Message, Conversations with David Hockney; and The Power of Habit by Charles Duhigg. All three of these books were inspiring and a great source to “recharge” during my time off; however, it was The Power of Habit that captivated the marketer in me. Read >MORE
In April, Resource CEO Kelly Mooney wrote about The Rise of the Visual Web and pointed to the rapid adoption of Instagram and Pinterest as an indicator of consumers’ increasing penchant for engaging with visual content. Whether you personally embrace this momentum shift to visual modes of communication or lament it as an indicator of our culture’s declining desire to read and write, the overwhelming consensus of marketers acknowledges that brands must tap into and leverage this trend to stay relevant in consumers’ lives and minds moving forward.
Parallel, but possibly less obvious, to this rise in visual culture and communication, has been an increased awareness in the value of story in the human experience. Experts from literature, psychology, and marketing, among other disciplines, continue to research and uncover evidence supporting the notion that individuals use narratives to interpret life and engage with the world around them. In his book, A Whole New Mind, noted author Daniel Pink states, “We share our stories. [...] Read >MORE
It’s been more than six years since my initial insight that brand building would fundamentally change due to the rise of social media, the impact of the open source era, and the rapidly changing expectations of consumers. From that insight came a book, a framework and a variety of tools that we’ve used extensively at Resource to develop priorities, experience strategies and measurement solutions for our clients.
We’ve learned A LOT along the way and we continue to think deeply about how open branding is a much bigger concept and shift than we originally imagined. We know the future potential for our clients is huge. That’s why we’re committing our agency to this ONE BIG IDEA—Building Open Brands. But, more than a singular focus and point of view, more than proprietary tools and processes, there’s a passion that fuels us. A passion that fuels what we believe. And when our clients believe this too, we can create amazing things together. [...] Read >MORE
“The reports of my death have been greatly exaggerated.” – Mark Twain
Adobe’s Flash technology has a deep and important legacy in the digital world, having helped brands and agencies innovate for well over a decade by bringing new kinds of web experiences to life. When it was first released by Macromedia (now part of Adobe) in the late 90s, it was a browser plugin designed to display graphics and animations that were not yet possible for web browsers to do on their own. It gained popularity quickly with web audiences as well as with the design and animation community because of the richness and expressiveness of the content that could be created and delivered with it. Over the next several years, Flash continued to push the web forward by layering in audio and video features and enabling hardware-accelerated 2D and 3D content. Read >MORE
I was a gymnast in my youth and while I didn’t have a realistic shot at the Olympics, I was competitive in my day, so each Olympic quadrennial I look forward to the world turning its attention to lesser-known sports. Granted, gymnastics doesn’t suffer in the near-complete obscurity that sports like fencing, Greco-Roman wrestling, and synchronized swimming do (for example). However, when it comes to media attention, and perhaps more importantly, sponsorships, the Olympics is the Big Kahuna of opportunities for athletes in nearly any Olympic sport to have their “one moment in time.” I like the idea that I’ll get to see someone other than a football, basketball or baseball player on my Wheaties box. [...] Read >MORE
The London 2012 Olympics have been dubbed the most social to date, with organizers encouraging athletes, fans, and sponsors to actively use social media, and it has taken forms I’m sure they never imagined. The committee planned an unprecedented social media campaign before and during the Olympics, and while the restrictions for brands (and athletes) was long, it has not deterred participation or engagement.
The Olympics came out of the gates strong, with 9.66 million tweets posted during the opening ceremony. The next day, heavy social media usage disrupted the men’s cycling event when spectators mass-checked-in to Foursquare. [...] Read >MORE
User-generated content (UGC) and search engine optimization (SEO) are a match made in heaven. SEO is done by marketers and can fall prey to same language issues that caused the site to perform poorly in organic search in the first place. But UGC is created by customers and uses the real-world language that other customers and searchers are likely to use.
“Why, is that our new ‘Zip-front Sweatshirt-Black-With Hood?’” asks the marketer.
“No,” replies the puzzled customer. “It’s a “black hoodie.’”
So while the marketer busily optimizes for the product name, the customer logs on to write a review about the great new “hoodie” he just bought. [...] Read >MORE