New Book
The Network Is Your Customer:
Five Strategies to Thrive in a Digital Age
Category Archives: 2 ENGAGE
Why Brands Need Personality to Thrive Online
For two years, President Barack Obama has inadvertently conducted a fascinating marketing experiment on how brands communicate in the digital realm. Since assuming office, he has regularly posted online videos to reach his constituents, but he has done so on … Continue reading
Book Launch! The Network Is Your Customer
Yesterday we celebrated the publication by Yale University Press of my new book, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” The New York book launch was presented by Columbia Business School’s Center on Global … Continue reading
Five Strategies for Business Growth in a World of Customer Networks
In a world awash in digital technologies, customers have changed. From our smartphones to our social networks, today’s digital tools link all of us in a web of constant interaction that is changing our relationships to each other, and to … Continue reading
3D Printing: Coming to a Niche Product Near You
One of the most exciting digital technologies that is starting to reinvent established business practices is 3D printing. A wave of new companies like Freedom of Creation and Bespoke Prosthetics are applying this technology to the custom manufacturing of everything … Continue reading
Lessons from Old Spice Guy for Big Consumer Brands
Last week, the ad world was abuzz over the shockingly smart Old Spice digital campaign by Wieden & Kennedy (the mad men who taught Nike to “just do it”). The brand’s series of 186 “video responses,” posted to its YouTube … Continue reading
iPad Dreams and the Delusions of Big Media
So far, the iPad is starting to look like a breakaway success. With the first million units sold in 28 days (the iPhone took 74 days to achieve that), the shiny tablet computer seems to have won the hearts of … Continue reading
Diabetes, the Videogame
A new videogame that helps kids with diabetes measure their glucose levels is about to launch in the US, thanks to a partnership between the health care giant Bayer and Nintendo. Bayer bought the invention, called Didget, from inventor Paul … Continue reading
