Kevin Duffy is the Creative Director for The Duffy Agency's Boston office.
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How not to get sued by an elf this Holiday Season
Hey it's that time of year again.
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Sean Duffy takes a unique perspective to this year's presidential race in today's Brand Rants blog post:
OK, all the Americans at The Duffy Agency have now voted. Like many Americans, I'll be watching the results come in for the rest of the day trying to piece together the fragments and get a glimpse into the future of who will be my country's next president.
In that spirit, I've turned to online networks and Google to see how the candidates stack up there. This is a bit like peering into tea leaves to forsee the future, but go ahead and see if these rankings tell you who the next US president will be.
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As we enter the final quarter of 2012, it is time to start thinking and planning for 2013. We’ve put together a quick check list to help make the most of Q4 and get you ready for 2013.]]>
The life expectancy of a CMO has reached an all time high of 3.5 years (nearly double what is was five years ago) but it seems the rift between CEOs and their CMOs has never been greater. So what needs to change to move forward?
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In today's Brand Rants post, Sean Duffy tries to come to terms with defining a brand and branding.
There’s little wonder why people have so much trouble defining a brand or branding. One brand "expert" tells us that branding is all about graphic guidelines while others say it’s a promise, or a covenant, or a look, or a feel, or an attitude, or an emotion, or an association, or a perception, or a bond, or an experience, or even a religion. So what exactly is it?
Today, Apple will announce the new iPhone 5, and analysts are expecting it to become the fastest selling smart phone in history. How does Apple seem to do this with every iteration of the iPhone? Because unlike most companies, which simply "release" a new product, Apple understands how to truly "launch" a product.
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THE GREATEST ENEMY OF COMMUNICATION IS THE ILLUSION OF IT
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The biggest innovation in global marketing in the last twenty years is not what you may think. In fact, true innovation in marketing happens infrequentlyFor example,the focus group was invented back in 1941.
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Facebook has turned many brands into a neurotic mess. Like some smothering and needy friend, brands are constantly asking us to show our allegiance to them with a “like.”
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If you're a golfer then you understand the importance of follow through. The same principles can be applied to developing brand equity. Today's Brand Rants post looks at defined steps to build brand equity.
]]>The idea for brand managers is to create a brand strategy and tactical communication plans that combine all ten steps of brand equity development into one smooth swing.
The Duffy Agency's Sean Duffy just finished publishing a four-part series on the Google brand, which we at The Duffy Agency believe has not been managed as well as it could be. It's a very quick, but very insightful read.
]]>But I’m not saying that their business model is sinister or that they don’t deserve every dime they have earned. For the most part, I’m OK with that arrangement so long as Google can keep me convinced that it will stay true to it’s founders unofficial yet well-hyped corporate motto “Don’t be evil.” That's brand management. To date, they're not doing such a great job. In fact, they're doing a lousy job. Unchecked, I believe this will be the company’s undoing.
Have you considered incorporating social media and other online assets in your next launch plan?]]>
If your brand is like most, then chances are that its web presence has grown organically over the past several years. A Facebook page here, a Twitter feed there and before you know it you have a constellation of web assets in orbit, like space junk around your brand.]]>
A recent article in Information Week stated that the health care community in the United States doesn’t take full advantage of social media as a health care tool. Most healthcare organizations in the U.S. use social media solely for marketing.]]>
As we've written about previously, the social media revolution is over. Social media is a reality in marketing. The question now is how to we use this new tool as more than just a diversion? What are the implications of not just two-way marketing communication, but also many-way? In other words, what do we do now?]]>