Entries by Mitch Joel from 10/2012

Are Brands Failing the Speed Test?

| Posted 10.02.2012 | Canada Business

It turns out that consumers want one thing: their issues resolved. And, they want it done fast. Faster than fast. The challenge is this: the majority of brands act fast... as fast as they can. Sadly, it's not even close to being fast enough for consumers. Now, brands and consumers are going to have move forward and figure out a way to define what the true speed limits are.

The Perfect Marketing Strategy That Fell Out of the Sky...

| Posted 10.17.2012 | Canada

When someone jumps from the edge of space back to earth and it's all supported by one brand, you know you are staring at a winner. Felix Baumgartner's supersonic freefall from 120,000 feet not only broke the speed of sound and a world record to go along with it, it practically broke YouTube as millions upon millions of people watched the drop from space online. And with that event, Red Bull also captured the hearts and minds of marketers all over the world.

Why Newspapers Let Sandy Blow Paywalls Down

| Posted 10.30.2012 | Canada Business

With Hurricane Sandy happening, the Wall Street Journal and New York Times took down their paywalls. The altruist might think these newspapers are helping the masses with a public service. The cynic might see a very different picture. What makes this situation both unique and different is how easily technology enables information to be free and shareable or locked down and private. With a flick of the switch these massive publishers control access to information. We can debate the good and the bad of this, but what is important is how instant the access is...or isn't.