by Vanessa Errecarte | Mar 20, 2024
Last week I published a business case in the Financial Times where I used examples from Barbie’s recent intellectual property (movie) rebrand to highlight the need for tying mentions in the digital ecosystem to profit so that managers can make more informed decisions....
by Vanessa Errecarte | Mar 5, 2024
Good branding is not enough to win in 2024. Good brands are two dimensional and do not promote or include third-party buzz… which makes for a very flat brand in the digital ecosystem of 2024. Great brands, on the other hand, are three dimensional. One of...
by Vanessa Errecarte | Feb 21, 2024
In today’s digital landscape, marketers are increasingly turning to AI-powered platforms like Chat GPT to streamline content creation. Yet, amidst this surge in automation, a pressing question emerges: Can AI truly rival the creativity of the human mind? It...
by Vanessa Errecarte | Feb 13, 2024
Not long ago, a business owner reached out to because they needed to sell more tickets for an upcoming event. Specifically, they wondered about the cost of buying digital ads. Curious, I probed: why weren’t tickets selling? Had they considered altering the date...
by Vanessa Errecarte | Jan 30, 2024
Reducing plastic isn’t just good for the environment – it’s crucial for your content too. In marketing, when we label a word or phrase as “plastic,” we mean it’s generic or lacks meaning. Generality is the quickest way to go unnoticed in...
by Vanessa Errecarte | Jan 23, 2024
Referral programs can be a game-changer, but let’s face it—yours might not be hitting the mark. Here’s why: Brand loyalists (people who have made a purchase from you in the past and could potentially be a referral source) are an extremely important but...
