Emotion, Expression and Experiences

As Marketing becomes Emotionalizing…Why I think we love Pinterest and Instagram.

Enabling Original!

Brands are certainly challenged with their new role.  Transitioning from a product focused approach is somewhat frightening and can be intimidating.

Still, a brand must consider the alternatives and understand that the process has been disrupted.

Image: Pinnable Business

People are a living part of your business and want to be involved.

A brands new role is centered on service. Offering the resources people need and enabling Life”…everything and everyone!

The narrative is always changing…

In 2012 we hope to see brands imagine the possibilities. People are keen to be social adventurers, always exploring, hoping to discover and anxious to share “found” treasure with their connections.  Emotion…I think this is one reason why Pinterest has quickly captivated our attention.

Maggie’s Brand and Maggie’s Message

Marketing is no longer the objective, even social media continues to change. For instance; savvy social brands are able to subtly nurture connections.  Whilst enabling people to discover products, they also benefit from the natural connections that occur from sharing. This is a very different form of influence.  It’s real!  This type of influence starts with emotion builders, content that is authentic, and messages that portray conviction.

“Improves the look of”  You may have tested and retested marketing messages, but with a less than authentic tone and a true conviction, this type of message is  less likely to be effective.  The sincerity found within people-to-people content is more promising and often a part of the reciprocal process within a cycle-of-courtesy.

Prepare for continuous distraction, as real-time substance meets emotional connections.  The dominance of “original” content will likely rank absolute and continue to be widely expressed.   Start here: Celebrate original and remain flexible so that you can instantly respond, reward and convey ideas.


Nike relentlessly focuses on marketing.  In Collaboration and Co-Creation, we explore Nike challenging traditional with their commitment to connecting within social environments.  Now we see Nike emerging with even more purpose and enabling branded experiences.

Nike is extending the Nike brand experience through an invite-only basketball court in NYC.  Nike has renovated a distressed gymnasium within a residential building. As part of Nike’s #makeitcount New Year’s campaign, the Masaryk building has an unbelievable gym and Nike has court-side evidence of a sincere commitment to making “it” count.  An ideal extension of the Nike brand experience!

Nike continues to enable…Fuelband keeps you active while you make it count!



A Better Tomorrow…Thanks GE!

With 7 billion people counting on the business world to think forward, Mark Vachon, Vice President of ecomagination at GE shares his thoughts on what will influence the future of sustainability in business.

What comes to mind…

GE has created an ideal example of  how businesses should think about innovation and about the messages they are sending.  People are looking to GE as a resource and  trusting GE to enable a better tomorrow.

Smart use of Twitter | Offer Real-Time Solutions

As winter weather moves into Chicago, smart social marketers are busy generating relevant messages.  Why? Within social media, messages and content are part of an integrated brand experience and via mobile they can have a significant effect.

In 2011 many brands were happy to simply grow “likes” and increase followers. In 2012 these same brands are responsible for nurturing these delicate connections.  Mobile interaction is an important part of this process, but effectively using mobile will require authentic messages and extreme relevance.

Creating “worth our attention” experiences

Brands want to be thought of as a resource, offering information when and where it is needed most.  Positioning a brand as resourceful and creating “reliance” requires a continuous effort. Sustainable connections will derive from a commitment to providing “more” and truly creative content, through an understanding of what people need.

Mobile connections are forming new sources of ideas, news and advice; changing not only the way we communicate, but how we discover and live.

Mobile devices have become a Life-Tool!

We depend on mobile devices to keep us connected, to navigate our direction, and to help us make the right choices.

A Twitter View of 2011 via Jeremiah Warren

Jeremiah Warren shares his view of 2011 via Twitter!

Our curiosity compels us to use Twitter… 

We Tweet to laugh, to cry, to worry and to share , but most of all to stay connected.   Twitter simply acts as a connector, an enabler of dialogues and information.  What I find most interesting, is that we may often Tweet seeking the collective confidence that others share our ideals.