Category Incisive

Incisive: The FT on embracing trends in social networks

As a quick follow-up to my post about how to convince your executive team to reconsider social media, there’s a good piece in today’s FT about the trends emerging in social media as it relates to financial services – and particularly the fund managament world.

Emma Boyde concludes her piece by saying that:

even if asset managers are doubtful over the use of social media as a trading tool, its value in the public relations space cannot be ignored.


Incisive: Rory Sutherland delivers life lessons from an ad man to TED

Advertising industry veteran, Rory Sutherland

I don’t know how I missed this – it’s over a year old now – but just in case you did too, I thought I’d highlight it. The video below is a talk the advertising industry veteran Rory Sutherland delivered at TED Global in 2009.

In it, he argues that advertising adds value to a product by changing our perception, rather than the product itself. He makes the assertion – which I wholeheartedly agree with – that a change in perceived value can be just as satisfying as what we consider real value — and his conclusion has interesting consequences for how we look at life.

Incisive: Ford's Scott Monty says "social media is the cocaine of the communications industry"

Just a few days after praising Ford for its impressive social media campaign, I came across this post over on SmartBlog. It includes a video which I’ve embedded below of Scott Monty presenting at BlogWell: How Big Brands Use Social Media in Minneapolis.

Monty is Ford’s global digital and multimedia communications manager and in the video he talks about how the company is establishing authenticity, transparency and accessibility through social media.

The big takeaways are:

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“My name’s Andrew and I’m in marketing.”

From large networking events to small dinner parties, I’ve uttered that line more times than I care to remember. It’s normally met with a smile and a swift transition to another topic.