Old Brands Struggle to Define Online Identity
The schizophrenic responses show the uncertain embrace Coke’s made of social media as it tries to translate its over 50 years of success in the traditional marketing world to the new terrain. The pitfalls the company has faced and concessions it’s made highlight the challenges faced by big brands navigating the new marketing playbook. Read […]
Why TV is Headed the Way of the Music Business
The lessons of the music industry are many. One, when your business model is caught between a high-margin price on one side (the CD) and free on the other side (illegal file-sharing technologies), the market forces will eventually push the pricing curve as close to free as possible. Read more…
