Our perspective at VantagePoint

Branding lessons from Saturn

It was a sad day when GM announced last week that it was finally pulling the plug on Saturn. When the brand was launched, the company was carefully planned and its marketing orchestrated to create something dramatically different – and it worked (back in the early 90s, at least). What did Saturn do? And is […]

What can social media do for me? (Part I)

Twitter. Facebook. LinkedIn. They are all tools in the ever-growing world of social media, but how do these internet-based services play out in BtoB? I’d like to take some time over the next few posts to demystify what they really do and share some helpful tips on how they can impact your business. Twitter Call […]

When an F1 sponsorship crashes

While watching Speed’s coverage of the Formula 1 race in Singapore this past weekend, I noticed that the Renault cars were missing a major component: the giant ING sponsor logo. Most of us American sports fans missed the drama a couple of weeks ago while we were busy with football and baseball, but basically one […]

Marketing that does some good

My kids have a couple of days off school very soon, and so we decided to take a brief trip to Charleston. During my planning, I was reminded about a very clever billboard campaign for Outhouse Springs bottled water that we encountered while we were there several years ago. Yes, it was a real product, […]

Where does social media fall – marketing or PR?

It’s a common question for companies that are testing the waters of social media: should social media efforts fall under the responsibility of marketing? Or of public relations? If you look at some traditional definitions, the answer becomes a bit clearer.

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