While being yet another marketer opining on the Old Spice Guy campaign is basically a cliché at this point, I think there’s something really interesting that hasn’t gotten quite as much attention in this whole process, and it’s this: the secret to Old Spice’s success is that it has essentially become a media brand. There [...]

Recently, I’ve been doing some research around research itself. I’m taking a great methodologies class at U of T and, despite the Holy-Intensity-Batman feeling I have through the bulk of each session,  it’s probably my favourite afternoon of the week. The other day, we were in the throes of discussion when the question came up: [...]

So when is for-realsies not for-realsies? Well, according to new online storytellers, it’s when it’s announced that it’s not. But for readers and viewers? Not so much. At last week’s CaseCamp, we were introduced to Story2Oh!, whose creator introduced a series of characters that lived on facebook and twitter, had their own blogs, and added [...]