Tuesday, February 19, 2013

Five things brands can learn from the fastest woman on the race track (spoiler: it is not driving a car really fast)

(Note: I have no affiliation with any of the brands or organizations mentioned in this post)

You may have heard of Danica Patrick. She is one of only a few female racing drivers, and the only one to have won an Indy Car race (she hates being called a “lady driver” as she stated in a recent Speed Network interview). She is now also the first woman ever to have clocked the pole position at the Daytona Speedway 500 race opener for the NASCAR season 2013.

That is no small feat, as all teams are launching into the NASCAR season with new cars, and in many cases, new car/driver combinations.

But that is not what this post is about… I want to talk about “Brand Danica” which seems to me to be very well managed, and even more so, extremely well communicated. Other brands can learn from this.

One of the biggest challenges that brands face is to find their authentic voice via the channels utilized for a brand. And it is here that Team Danica do a great job.

Tuesday, February 5, 2013

Digital Marketing, Expectations and Commons Sense

Even if you do not live in the United States, if you work in Marketing you will have been bombarded with Super Bowl related marketing news over the last few weeks.

I subscribe to a fair number of online marketing newsletters, blogs, magazines and the like, as well as general news outlets from all over the world and in the past few weeks you were forgiven for thinking that all marketing revolved around how advertisers maximized their ROI on a $4 million 30 second investment.

That is not what I want to talk about in this post. What I want to address in the context of Superbowl is Digital Marketers and Common Sense, or very often the lack thereof.