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OCT 15

Crowdsourced branding, a disaster for Kraft?

idsgn, October 15, 2009 — When Kraft launched a spin-off of their uniquely Australian Vegemite spread, they turned to consumers for a name… and it was dropped four days later. Last week another name was announced, can Kraft make it right this time?

Category: Brand
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SEP 14

Don't Look Now, but the Crowd Might Just Steal Your Ad Account

Unilever Takes Practice Further Than Most, Sacks Lowe on Peperami Biz

Advertising Age, September 14, 2009 — For some time, marketers have been using ad contests as one-off PR ploys for their brands. Now, Unilever is testing whether crowdsourcing can be a long-term strategy for one of its British brands — and the result could have far-reaching consequences for any number of agencies on the consumer-goods giant's roster.

Category: Marketing
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JUL 19

The Crowd Is Wise (When It’s Focused)

New York Times, July 19, 2009 — FEW concepts in business have been as popular and appealing in recent years as the emerging discipline of “open innovation.” It is variously described as crowdsourcing, the wisdom of crowds, collective intelligence and peer production — and these terms apply to a range of practices.

The overarching notion is that the Internet opens the door to a new world of democratic idea generation and collaborative production. Early triumphs like the Linux operating system and the Wikipedia Web encyclopedia are seen as harbingers.

Category: Innovation
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NOV 2008

Crowdsourcing the Sales Force

New York Times, November 12, 2008 — If crowdsourcing can be used to improve product design, music promotion and sports team management—to name just a few of the examples we've written about—why not the process of finding sales leads? That question is about to be tested through a new site that aims to put the crowds to work as a sort of community sales force.

Category: Marketing
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SEP 2008

The Five Biggest Digital Marketing Cliches

Why Marketers Use Them, Why They Often Don't Work and What to Do Instead

Advertising Age, September 29, 2008 — Once upon a time — say, 2002 — digital spending was a negligible portion of total marketing budgets and we lived in a world where few marketers would dare go "beyond the banner." Fast-forward to 2008, and in some cases we have the opposite problem. Digital spending is still too low, but in the spirit of wanting to appear current, some marketers have rushed to embrace any and every new digital tactic.

This has resulted in a scenario where some digital tactics are dangerously close to "jumping the shark." Everyone is doing them, so they're not original anymore. They generally are not done well (i.e., in a way that builds brand equity, awareness or sales), and they may be so commonplace that rather than making a brand seem current or hip, they have the... continue reading

Category: Marketing
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SEP 2008

Best Buy Taps 'Prediction Market'

Imaginary Stocks Let Workers Forecast Whether Retailer's Plans Will Meet Goals

Wall Street Journal, September 16, 2008 — When executives at electronics retailer Best Buy Co. want to know if a new product or idea is likely to succeed, they can seek the opinion of rank-and-file employees by turning to the company's "prediction market."

The market, called TagTrade, allows Best Buy's workers to trade imaginary stocks based on answers to managers' questions. The market's judgment has often proved to be more accurate than the company's official forecasts.

Category: Innovation
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