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David Allison

Recent Posts on BCBusiness - Page 2

Oct 1, 2010
The Brave New World of Interactive Marketing

We are on the verge of something much cooler and bigger and more groundbreaking than just Googling for info and poking our friends on Facebook. Tipp-Ex’s (that sleek and tidy white out contraption) latest online marketing campaign is breaking out of the box, literally.

Sep 12, 2010
Doing it Outside: New Outdoor Advertising Options

Outdoor advertiser Vision Media Co. cuts out the boredom and cleans up the streets. From your laptop to your smartphone to interactive billboards, the cyber world is ever-present. But even in this everyone-online-all-of-the-time world, outdoor advertising – or “Out of Home” (OOH) media as those in the know prefer to call it now – is incredibly powerful when it comes to building awareness.

Jul 28, 2010
Douglas Coupland Reimagines Roots

Every now and then you need a brand champion – enter Douglas Coupland at Roots – to breath fresh life into your marketing outreach. Like a piece of silver, brands can tarnish. They need a good polish every now and then to make sure they’re at their shiny best. Someone in your organization needs to recognize this, take the brand ball, and run with it. Canadiana clothing retailer Roots is a prime example of a brand that let itself get dull. But,

Jul 22, 2010
Good Products Are the Best Ad Campaign

Your advertising is the cooking, your product the ingredients. The latter has to be good. I came across this great archive of vintage advertising the other day. You can spend hours combing through these very earnest attempts to sell product to the masses, most of which, today, cause raised eyebrows, giggles and disbelief that advertisers ever thought these kind of appeals would work to persuade anyone to buy anything.

Jul 15, 2010
How Not to Name Real Estate Developments

When naming a real estate development, for goodness' sake, create a something straightforward and honest. Enough with the clever. Embarrassing Building Syndrome (EBS) is an affliction on the rise. After meeting someone excited about his new home purchase, you quite innocently trigger the onset of symptoms by asking him which building his condominium is located in.

Jul 7, 2010
Twitter and ROI

Horror of horrors – yesterday my laptop went kaput. Today, thanks to Twitter, I have a shiny new one. That's one iteration of Twitter's return on investment. You know that nightmare we all have? The one where your laptop is stolen by international spies riding flying feral pigs and you wake up screaming in the middle of the night, heart racing, a cold sweat bespangling your brow? No? Me, neither.

Jun 16, 2010
Marketing for a Vancouver Future

The rules of marketing are changing. What will that mean for Vancouver in 2050? If you’re a regular reader of this column, you know that it revolves around the world of marketing. But I was recently asked to be on the panel at a ULI lunch, and as such the developments that came out of this event are top of mind.

May 20, 2010
Vancouver Advertising State of the Nation

The rules of advertising are changing. Are we up to the challenge here in Vancouver? I grew up wanting to work in an advertising agency. This is quite remarkable given that my desire was hatched long before popular TV shows like Mad Men or Thirtysomething made it sexy and cool. Nothing gets me as excited as a good headline, paired with an unexpected visual. I comb through consumer and trade publications on a regular basis, looking for brilliant concepts, and when...

May 6, 2010
Lessons to Take from Traditional Media

In the whizzing and bleeping Information Age, don't forget, content is still king. In this day and age, when all we hear about the traditional media are stories of struggle and required reinvention, it’s ironic to think that we might be able to learn some useful lessons from this gang of ink-stained journalistas. But we can. After all, the new information economy is all about content, and they have been creating and peddling content since the first newspaper landed with a...

Apr 28, 2010
Authenticity in Social Media

In this video, David Allison explains how social media are upending communications, marketing, and corporate authenticity. Recently I was interviewed for a documentary about social media. While the cameras were rolling and I waved around an empty espresso cup, I managed to blurt out a few smartish things. My point is that social media are forcing marketers to rethink the role and content of other media, and that we still have a long way to go when it comes to using social...

Apr 19, 2010
Preserving Your Brand Memory

How do you make sure the hard and soft aspects of your brand personality are passed down within your company from one generation of employees and managers to the next? Usually I try to use this space to provide solutions to branding problems, or perhaps to expose a new marketing idea or thought to the bright light of day. This week, however, I am going to raise a bit of an alarm regarding an issue I don’t have a good answer...

Apr 7, 2010
Woodward's a Prime Innovation

The team at Westbank chose a daring approach for Woodward's: make homes for rich and poor alike, surrounded by convenience and culture, in a downtrodden and dangerous part of town. And it worked out. Recently, I was asked by the folks...

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