October 13, 2011
How Content Strategy Solves 3 Project Problems
By now most people working in the digital channel will have heard some of the buzz about content strategy. But unless you’ve worked on a…
Planning archive
July 19, 2011
Personas and Umwelt
I was recently working on a platform redesign project for a client with a broad customer base. Their product and service offering is something that…
June 2, 2011
What do we mean by ‘content’?
Back in 2007, pioneering content strategist Rachel Lovinger defined the main goal of content strategy as “to use words and data to create unambiguous content…
November 26, 2010
The Digital Brief
For the past few months we’ve been discussing the role of the brief when it comes to digital marketing programs. We found that traditional creative…
August 3, 2010
Should you play it safe with location-based social networks?
Last week Forrester released a report advising most marketers wait to use location-based social networks (LBSN) as only 4% of the US population is currently…
July 21, 2010
Setting the stage for Old Spice to own the Internet
A lot of ink has already been written about why Old Spice owned the Internet last week, and I don’t want to rehash the various…
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