Consumers say, “Catch us if you can”. Coke and Pepsi give chase.

I really appreciated the fantastic feedback on this week’s post about The Death of Corporate Websites. Lo and behold, last night I spy a quote (thanks, Frank Reed) from Anne Carelli, Digital Marketing Manager for Coke saying: “Several years ago, Coke realized that is not their home page – it is, and

The death of corporate websites: Top 10 ways they will change

Cartoon Credit: Dave Coverly @ In the not too distant future static corporate websites will be replaced by their social equivalents. This will happen because more and more consumers are engaged in daily conversations, often involving brands, across multiple applications, platforms and networks, wholly independent of these sites. As these conversations become increasingly independent

Celebrity to go: Personal-ilty apps that take us all to market

  Image credit: Brian Solis on iTunes Just before the holiday break, Brian Solis, the highly respected PR strategist moved the blogosphere one step forward yet again. By launching his own app, he not only gave himself a powerful tool through which to interact with his community, but he also kicked off a trend that

Top ten digital trends for 2010

It feels SO good to be in 2010. 2009 was full of upheaval for many reasons, not the least of which was changes in digital marketing. So let’s kick start the New Year will a look at some powerful trends that will shape the coming year. 1. WHERE YOU ARE IS WHO YOU AREIn the

If You Want Go Viral Get Out of the Way

The great folks at Mashable posted this engaging viral video yesterday, rightly arguing that VW had hit the bulls-eye when creating this viral campaign. It not only confirmed their theory that making the world more fun can improve people’s behavior, it also demonstrated a fact that is easily forgotten as we over-think marketing and new

How top brands build effective online communities: Part 2

My first post in the series focused on conceptual and design fundamentals when planning to build an online community. These came from my experience with brands like, Brine and the E.I.F. This post ranks design priorities and outlines the role of the landing page. Ultimately, the success of an online community turns on whether a

‘I Partipicate’: When serving ourselves is anything but selfish

Over the last few weeks I’ve had the privilege of working as Creative Director on the Entertainment Industry Foundation’s ‘I Participate’ campaign. Mayor Bloomberg launched it yesterday in Times Square and the first ad featuring the First Lady Michelle Obama and Dr. Biden aired on Good Morning America this morning. It was truly a team

How to build an effective online community: Part 1

  Image credit: Too often online efforts raise awareness but fail to motivate behavior. Yet that’s what brands need to do whether they want to sell more widgets or change the world for the better. And when those efforts fail, brands understandably become disillusioned, cynical or suspicious of online community building. Yet they have

Seeing through other’s eyes: Social media and compassion

There’s no doubt social media makes the world smaller – friends and family across the country and around the globe are only a click away. There’s also no doubt that as frontrunners like twitter and facebook monetize their business plans, social media will prove to be a goldmine for those left standing. What is often

Anti-Social Media: What digital intimacy means for consumers and brands

The chart above does a handy job of breaking down the various choices available to us for communication. On the one hand, its easy to interpret this variety of choice as freedom, and equally easy to imagine that such freedom enriches our lives. On the other hand, the choices above (most of which did not

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If only marketing was a science, there would be a formula which everyone would follow and consumers would respond accordingly. If only. Truth is, persuasion is an intuitive skill. Part fact, part style, part conviction. Part, but only part, science. We have to capture the imagination...



Under the able stewardship of Jitendra Sheth popularly known as Jake, Cosmos has clocked over 40 national & international awards in various categories. Cosmos came out a clear winner at the Ad Club awards and was adjudged the 4th most creative agency, and carried away a number of trophies.


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