A friend of mine (who happens to be in online ad sales) recently engaged me in one of my favorite marketing debates: traditional versus “new” marketing (or, if you prefer, paid versus earned media, aka campaigns versus conversations).
Naturally, I insisted that brands should pull the plug on campaigns once and for all and instead pour [...]

Creating brand extensions is always an exciting way to create more opportunities for your brand to infiltrate your core customers’ lives. It allows current brand loyalists to try out a new product in your line, while creating an opportunity for consumers not currently purchasing in your primary product category to be exposed to your brand. [...]