This Week's Cartoon

purpose-driven advertising

There has been an explosion in purpose-driven brand communication the last few years. As Matthew Gardner at Droga5 put it, “Because of the challenge for people’s attention, purpose is the only thing that will get brands to break through. This is not a trend but more of an imperative and should be top of mind for every company.” When every… Read More

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Cartoon Powered Marketing

Most Recent Cartoons

160808.media

media planning

Marketers often think of their communication plan as three distinct types of media: Paid (buying ads), Owned (creating branded content), and Earned (social and word of mouth) Media. This P.O.E.M. model can be a handy way to think about marketing. But in practice, there are increasingly blurred lines between Paid, Owned, and Earned Media. And marketers sometimes act as if… Read More

Lead Generation cartoon

lead generation and gated content

“For many people the first interaction they have with a company is via a sterile, lifeless lead gen ad that takes you to a prison landing page where you are forced to enter in your life’s information and you know you will get immediately called by an overbearing sales rep before you are ready to have that conversation.” This was… Read More

Influencer Marketing

influencer marketing

Influencer marketing is all the rage, but there’s not a clear understanding of what constitutes influence. A few years ago, I participated in an influencer event for a consumer brand. It was an expensive affair put on by the brand’s agency. There were a few dozen “influencers” there, which, it turned out, meant a collection of people with blogs and… Read More

marketing storytelling cartoon

marketing storytelling

It’s in vogue for marketers to think of themselves as storytellers. But much of the marketing that gets passed off as “storytelling” really isn’t that much of a story. There is genuine power in stories and there are inspiring examples of brands that tell stories. But I think that often gets diluted by all of the content produced in the… Read More

160711.tracking

tracking the customer journey

There’s a widening gap between how marketers and consumers feel about brands collecting data and tracking customer journeys. According to a recent report by Edelman and The University of Cambridge Psychometrics Centre, 77% of marketers believe their organization should invest in predictive data and 71% of consumers believe that brands with access to personal data are using it unethically. Much… Read More

160704.contentmarketing

the marketing echo chamber

Marketers risk talking too much to ourselves. As demonstrated at Cannes, SXSW, and every other festival where marketers congregate, there’s a well-insulated marketing echo chamber. Nowhere is this more prevalent today than in content marketing. The sheer glut of new content created every day is deafening, and much of this content is created on the topic of the content marketing… Read More

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