Strategy. Innovation. Brand.

Sunday Shorts – 2

We weren’t predicting the end of the world. Just the fiscal cliff.

Unless I’m dreaming, the world didn’t end … so we still have to deal with reality. As we wrap up the year, I’ve spotted a number of summary articles around the themes of communication, persuasion, innovation, strategy, and brand. I’ve also included a Top Ten list that will teach you a lot about how to communicate effectively … and how not to. It’s interesting to see that people in the public eye are still making basic mistakes that the Greeks warned us about 2,000 years ago. Perhaps we should listen to the Greeks more than the Mayans. Enjoy your Sunday reading.

  • What were the best ads of the year? Here’s Nielsen’s summary of TV commercials in the United States. (Click here). It’s interesting that there is very little overlap between the best liked ads and the most memorable ads. That begs the question, what makes an ad memorable, if it’s not just likability? Click here for Nielsen’s advice on creating affective ads that marry message with impact.
  • Who delivered the biggest Tweet of the year? That is, the single tweet that was re-tweeted more than any other. Was it Justin Bieber or Barack Obama? Click here to find out.
  • Who were the best communicators of the year? Who were the worst? Here’s the 17th annual Top Ten List of the best and worst communicators. According to the list makers, the best communicator was a woman; the worst was a man. (Click here).
  • What are the most valuable brands in the world? Here is Interbrand’s summary of the world’s top 100 brands, by value. (Click here). Here’s what Eurobrands has to say. (Click here). Apparently my company, Travis White Communications, barely missed the list.
  • Naming rights can be an important part of your marketing/branding mix. You can name stadiums or schools or buildings. But a cancer drug? In Sweden, now you can even do that. Researchers at Uppsala Univeristy will allow you to name a new drug for a modest fee of $1.6 million. (Click here).
  • What’s going to happen in the economy next year? The broadest perspective I’ve seen comes from McKinsey’s annual global survey. (Click here). Hint: they’re moderately optimistic.
  • Should you invest in stocks or bonds or fine wines in the new year? This article (click here) suggests that fine wines not only taste better than stocks and bonds, they also deliver better returns.

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