Digital Continues To Trend Up

P&G announces the shift of increased marketing budget will be spent on Digital Marketing. The once powerful Boston Globe is sold for only $70 million dollars. Twenty years ago the Boston Globe was purchased for $1.1 billion dollars. If these activities don't display the transition to digital I'm sure nothing else will convince you.

Sources:

Boston Globe Sold To Red Sox Owner John Henry

http://www.huffingtonpost.com/2013/08/03/boston-globe-sold-john-henry-ny-times_n_3697906.html

P&G Shifts Marketing Dollars to Online, Mobile

http://online.wsj.com/article/SB10001424127887323681904578641993173406444.html

WCNGroup is a Strategic Marketing and Branding agency founded by Michael Newhouse. Services include brand identity, demographic discovery, marketing planning, business plan development, experiential campaign execution, digital marketing and social media.

TOMS Shoes Facing Branding Dilemma

TOMS Shoes has run into a branding problem as acquisitions are slung about the company taking a holier-than-thou position. Founder Blake Mycoskie vehemently denies these claims and states that "no matter, what your going to have haters." And further, "the bigger TOMS becomes, the louder they'll shout." Business experts want to categorize this simply as a business model decision but fail to realize that it extends deeper into the company landing straight on its brand strategy.

Whether Mycoskie intentionally developed the brand strategy or if it naturally occurred as a result of the distinct business model, one could only derive. The perception of holier-than-thou permeates throughout their marketing communication, experiential marketing activities and company culture. If you don't fit this image than be judged. 

Don't get me wrong, Tom's is an amazing brand and one that will be around for a long time. The work they have done with the needy is highly commendable. Their shoes were a perfect innovative product at the time and now copied by others that lack the vision that Mycoskie embodied.  But this type of branding niche has a down side if not carefully managed.

Will this ruin Tom's brand future. 

By no means will this have a long-term effect on the brand unless they do not make a concerted effort to address the issue that has presented itself. A branding effort will need to be implement in a subtle way as to not bring attention to the issue anymore that has already been made public. The brand needs to get back to the core and focus on doing good while not over broadcasting this fact.

Source: 

TOMS Shoes Founder To Critics: We Are Not ‘Holier-Than-Thou'

Michael Newhouse


WCNGroup is a Strategic Marketing and Branding agency founded by Michael Newhouse. Services include brand identity, demographic discovery, marketing planning, business plan development, experiential campaign execution, digital marketing and social media.

Q1 Trade Show Attendance Is Growing

First quarter trade show results are showing strong signs that the industry is coming back to life. The US domestic market has tentatively stabilized adding to a strong stock market. International markets are a hit and miss with some strong performers and others still not showing signs of recovery characteristics.

Strong performing trade shows for fist quarter 2113 include NAMM, NAB and Internationally ISH China and CHIE in Beijing. These shows not only experienced attendance growth but also exhibitor space expansion.


Michael Newhouse

WCNGroup is a Strategic Marketing and Branding agency founded by Michael Newhouse. Services include brand identity, demographic discovery, marketing planning, business plan development, experiential campaign execution, digital marketing and social media.

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I don't open businesses, I LAUNCH BUSINESSES.
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WCNGroup is a Strategic Marketing and Branding agency founded by Michael Newhouse. Services include brand identity, demographic discovery, marketing planning, business plan development, experiential campaign execution, digital marketing and social media.

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April 1. This is the day upon which we are reminded of what we are on the other three hundred and sixty-four.
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WCNGroup is a Strategic Marketing and Branding agency founded by Michael Newhouse. Services include brand identity, demographic discovery, marketing planning, business plan development, experiential campaign execution, digital marketing and social media.

Business Quote: Don't be Boring or Average

Don't be boring or average. Boring advertisements, trade show booths, social media communities, etc. are forgettable.
Michael Newhouse

WCNGroup is a Strategic Marketing and Branding agency founded by Michael Newhouse. Services include brand identity, demographic discovery, marketing planning, business plan development, experiential campaign execution, digital marketing and social media.