All Posts by Joe Brazeal

Joe Brazeal

Dollars back for your change

One of the driving principles behind the ad agency biz is the constant cycle of winning accounts and losing accounts. What fuels this cycle? Clients get tired of working with their agency. They want a new spin on marketing. They want a better relationship with agency personnel, or more proactivity, or more service. Most of […]

WWSJD: What Would Steve Jobs Do?

Steve Jobs had some ideas on what it takes to succeed in marketing, in business and in life. All technology allegiances aside, so do Bill Gates and Larry Page.

“You mean my whole fallacy is wrong?” — Marshall McLuhan

When I attended my first communication theory classes in the 1970s, the name Marshall McLuhan loomed large. He’s the imaginative scholar who proclaimed “the medium is the message” and referred to media as “the extensions of man.” Was he talking nonsense, common sense or sixth sense? “I may be wrong,” he said, “but I’m never […]

Thinking outside the bag

If you ever walk the streets of Detroit during the dead of winter – as I have – you’ll shudder at the thought of spending an hour sleeping outside. And if you ever had to endure the entire night that way, you’d surely want to wrap yourself in the coat-bag featured below (see full story […]

Zeroing in on the Zero Moment of Truth

Online research has changed the game in customer engagement. Customers now search and find out about you and your brand well before you try to set up the first appointment. In other words, the “First Moment of Truth” (your first opportunity to manage the customer encounter) has been trumped by the “Zero Moment of Truth” […]

Publishing versus marketing: what’s at risk?

With content at the core of customer conversations, some marketing departments are operating more like newsrooms … hiring journalists to crank out verbiage and communicate compelling brand stories in the marketplace. (See “Content needs drive organizational changes” in the April edition of BtoB Magazine.)

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