Category: People

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Collaboration: blurring consumption & production

A few weeks ago, we posted about what collaborative consumption means for marketers. We found it interesting that the focus on collaboration for most brands tended toward production (innovation, development, etc), but that there wasn’t much noise about the consequence of people collaborating to consume a brand’s products. As is the case often, one of the comments was more insightful than the...

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Why Our Misuse Of Metrics May Be A Cultural Issue

We’ve discussed “wind tunnel marketing” quite a bit recently. As a result, we’ve been thinking more and more about one particular facet of the issue: the misuse of metrics and data. Few industries more regularly confuse their objectives and metrics than marketing. I’m referring to when marketers take digital proxy indicators of progress, and make them the destination, even when they’re...