Brand agencies redux

One of the ways to measure brand communication is to view it through the prisms of effectiveness and efficiency. I sometimes get the feeling that with time, mass media became more of an efficiency game. Then social technologies came along and forced the marketer to acknowledge (the forgotten) effectiveness criterion. That would explain the resistance […]

Social Scaling

The subject of this post has been visited before, thanks to an earlier note by Tac Anderson on the ‘3 types of social media strategy‘, and David Cushman’s excellent presentation the same topic. What made me revisit this are Tac Anderson’s post last week titled ‘Dam your social media strategy‘, which used an excellent analogy […]