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by Steven Van Belleghem
on
Jun 21,2010
in the categories:
Activation,
Branding
The greatest invention ever made by media is the term:
'Opportunity to See' (OTS). It's actually some
sort of an agreement between an advertiser and media agency that
you are paying for something you're not getting. If you have an
Opportunity to See of 1 million people, you are sure you won't
reach them. In fact, you're sure that you'll only reach a small
group of these people. But still: we feel safe by this measure that
is selling the illusion of reaching out to the mass. Whereas we all
know that you are not reaching out to the mass, people who see your
ad are probably already brand users and even more likely brand
fans.
tags:
Heineken, Marmarati, Opportunity to See, Harry Potter, Certainty to SeeRead more »
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by Dado Van Peteghem
on
Jun 17,2010
in the categories:
Conversations,
Social Web
Roderick Vanhögen (http://twitter.com/fatherroderick), a Dutch
Catholic Priest better known as Father Roderick or the Podcast
Priest, shows how the conversation management philosophy really
can turn the tide, even for religion!
tags:
Roderick Vanhögen, Podcast Priest, SQPNRead more »
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by Sam Berteloot
on
Jun 15,2010
in the categories:
Branding,
Reviews
Part two of my review of Delivering Happiness by Tony
Hsieh.
The final chapter is about Delivering Happiness. It starts with
a nice exercise: Ask yourself 'What is your goal in
life?' … and then ask youself 'Why?' and
then again 'Why' … Ultimately everyone ends up saying it would make
me happier. We all have the same goal 'Happiness'. Tony outlines
different frameworks.
tags:
Zappos, Tony Hsieh, customer experience, HappinessRead more »
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by Steven Van Belleghem
on
Jun 11,2010
in the categories:
Branding,
Social Web
Marmite,
one of Unilever UK brands, is a brand that people either hate or
love. It appears that there is no in-between.
tags:
Brand fans, Marmite, MarmaratiRead more »
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by Sam Berteloot
on
Jun 8,2010
in the categories:
Conversations,
Reviews
In this book Tony Hsieh (CEO of Zappos) gives his
personal story of life. The book gives you a good view on what Tony
learned from his entrepreneurship and what he feels is important to
become a successful company. The 3 main focus points according to
Tony are Customer Experience, Culture and Employee
development/training.
tags:
Zappos, Tony Hsieh, customer experience, Happiness, PGRead more »
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by Steven Van Belleghem
on
Jun 7,2010
in the categories:
Activation,
Reviews
Last Wednesday & Thursday, I joined the IAB Europe
Conference in Barcelona. First of all: great location, great
food & great people there. I really enjoyed it. Thanks
IAB for organizing such a great event at such a great
location.
tags:
KPI, Budgeting, IAB, ABInBev, UnileverRead more »
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by Steven Van Belleghem
on
Jun 4,2010
in the categories:
Branding
Last Friday I was home late, did not have dinner yet. So, I
decided to stop at my favorite fries place in Knesselare
(BE). I had to wait in line a few minutes and had the chance to
talk to the guy that owns this place. I was amazed by his passion
for his job.
tags:
Brand fans, PassionRead more »