Successful online activation campaigns must isolate and engage. The Engagement Pyramid explains how and why.
We love big numbers in marketing, but when push comes to shove, it's the small numbers that matter.
The psychologist John Dewey (1859-1852) formulated the concept of publics as a result of situational stimuli.
Instead of going big every time, consider the Nash equilibrium and pitch Magic Middle Influencers instead.
Trying to scale social media marketing won't work, but tapping into several different and pre-existing interest group systems does.
Will there be superbrands also in the future? Will we see the Coca Cola’s, the McDonald’s, the Apple’s, or the Google’s in a...