This Week's Cartoon

rebranding

Instagram caught a lot of flak for its rebranding last week, but it’s only the most recent in a string of companies that have gone through brand makeovers. Uber, Airbnb, and Yahoo each debuted new brand identities in the last couple years that were widely lampooned. The biggest rebranding cautionary tales remain Tropicana in 2009, which backtracked after sales dropped… Read More

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Cartoon Powered Marketing

Most Recent Cartoons

Ad Metrics cartoon

campaign performance

In the vein of last week’s cartoon on ROI, marketers are struggling to prove their digital efforts are working. Advertisers aren’t sure which measurements point to success, often relying on single metrics like the click-through rate. Single metrics can give a false picture, particularly for campaigns that may be more about awareness than conversion. I read recently that a whopping… Read More

Marketing ROI cartoon

marketing ROI

Marketers are facing increasing pressure to demonstrate ROI, but giving a simple answer to the ROI question still isn’t that simple. Econsultancy released a report last month titled “Marketing Budgets 2016” that flags ROI measurement as a major impediment to increasing marketing activity. Illustrating ROI has always been tricky in traditional marketing, but even in digital marketing, marketers don’t rate… Read More

Types of Innovation

8 types of innovation

In innovation, the path of least resistance usually leads to mediocrity. A form of Darwinism drives organizations as they decide which ideas to launch. But instead of “survival-of-the-fittest,” it’s “survival-of-the-safest.” Innovation stage gates generally reward predictability, proof points, and past successes. And so the ideas that rise to the top result in more of the same. Innovation in many organizations… Read More

Brand Makeover

millennial brand makeover

Marketers are tripping over themselves to reach Millennials. Advertisers spend five times as much on reaching Millennials as they do on all other generations combined. The Millennial obsession on how to become relevant to the next generation has led to a lot of soul searching for marketers. Many old-school brands have been having a sort of brand identity crisis. McDonalds… Read More

Measuring Eyeballs cartoon

advertising metrics

When I worked in web marketing in the late nineties, everyone was focused on “eyeballs” (basically counting impressions) and clicks. Ad inventory was sold on a CPM model. Not much has changed. Eyeballs are still commonly cited as the measurable end result of a campaign. But at the end of the day, impressions don’t buy. Real people do. Many of… Read More

Customer Map cartoon

customer journey mapping

Many marketers were schooled in the marketing funnel. In the traditional funnel, consumers move lockstep in uniform sequential stages from awareness to purchase. The specific stages might vary, but the journey is assumed to stay pretty much the same. The marketing funnel actually dates back to 1898, in the writings of Philadelphia advertising pioneer E. St. Elmo Lewis. His framework… Read More

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