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The Real Success Metric of Marketers
Posted by: brian newberry, chief strategy officer | June 21, 2010 at 9:47 am

It is unfortunate that many individuals continue to judge marketing campaigns and initiatives based on levels of generated “awareness.” The purpose of marketing should be much more than to make consumers aware of products and services. The purpose of marketing should be to drive consumers to action. [...]

blog, rehavior      comments: 1

White Castle Cravers Lift Brand’s Digital Presence
Posted by: kerry broderick, | June 3, 2010 at 8:30 am

You probably recall the launch of White Castle’s new website in November 2009. Well it’s been more than six months now and I’m still amazed at the overwhelming response we’ve received from slider fans across the nation. Each week, we dip into the galaxy of user generated content created by White Castle fans everywhere and ask for permission to repurpose their creative videos or photos for the brand’s website.

blog      comments: 0

Think Big, Create Big
Posted by: Northlich, | May 26, 2010 at 7:36 am

After just four months of planning and execution Northlich launched a massive integrated campaign to promote the arrival of Powerball in Ohio, driven by the insight that Ohioans want more chances to win it really big. We swung for the fences with a strategy different than most states (launch Powerball as its own unique entity rather than cross-promoting with Mega Millions) and some risky creative (the TV was filmed in a public area and we only had one take to get our shots). [...]

blog, news      comments: 1

Re-Examining Consumer-Brand Relationships
Posted by: miguel sanchez, rehaviorist | May 20, 2010 at 9:29 am

The idiosyncrasies, both rational and irrational, of consumer-brand relationships often rival that of Hollywood’s most salacious couples. It is no wonder why those of us in the marketing community spend so much time trying to better understand them.

Consumers are not always ideal partners. They expect a lot from their brands, but are not always good at communicating their needs. When brands don’t deliver on some expectation, the consumer may employ the silent treatment, or worse, give in to another brand’s advances. The consumer of course, may say—“it’s not you, it’s me,” but we all know that’s a ruse. It’s always you. [...]

blog, rehavior      comments: 0

Only Cincinnati Agency to Win District Gold Addy Awards
Posted by: preeti thakar, account supervisor | May 19, 2010 at 8:54 am

Northlich was honored with eight awards, including three coveted Gold Awards at the 2009-2010 District 5 Regional ADDY Competition. [...]

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