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  POLISHING THE ROTTEN APPLE Marketing Make-Up Applied is IllusoryBy Robert WheatleyDid you notice the elaborate animation commercials from United Airlines during the Olympics? Beautifully done. Engaging. Interesting. And perhaps also a waste of time and dollars. Bob Garfield, AdAge... 08-26-2008, 1:45 PM by admin to Becoming a TrailBlazer

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  ‘DRIVE AND DELIVER’ DELIVERS ON RELEVANCE, MEANING The sublime intersection of understanding your audience and effective engagement… Bravo!!By Robert WheatleyBusiness goal: effective introduction of a major new product. Launch strategy: deliver the news in a meaningful way by surrounding the potential... 08-19-2008, 9:17 AM by admin to Becoming a TrailBlazer

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  WORD OF MOUSE -- AND THE NEW PARADIGM OF CONTENT CREATION In his e-book on Viral Marketing, digital media expert David Meerman Scott recites the story of Cindy Gordon, Vice President of New Media and Marketing at Universal Orlando Resort, and her groundbreaking effort to successfully launch a new Harry Potter... 08-13-2008, 9:32 AM by admin to Becoming a TrailBlazer

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  COFFEE BEAN BRAND STRATEGY Starbucks Dilutes Original PassionBy Robert Wheatley Starbucks and I are old friends. We go way, way back. All the way to Seattle where my agency career started at an Ogilvy & Mather owned firm called Cole & Weber -- and before the brilliant Howard... 07-30-2008, 6:43 PM by admin to Becoming a TrailBlazer

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  WHAT’S THE REAL DEAL IN BETTER PET FOOD? The importance of authenticity against masquerading brandsRight now, it’s David vs. Goliath in the pet food business. Already a hot category and getting hotter even in tenuous economic times, pet food is rife with major combatants like Mars and Proctor... 07-22-2008, 11:06 AM by admin to Becoming a TrailBlazer