Picture tens of thousands of fans waiting by their computers, refreshing a website to pre-order the hot new product. Is it the iPhone 6? Oculus Rift? Nope, it’s a bag of chips. How do you pre-sell chips on the internet? Through the power of community.
Category Archives: Branding
The Return: Building a Brand in the Social Age
When I last posted in 2011, I had left Michael Eisner’s new media company, Vuguru, and was recruited to lead marketing for Quest Nutrition. My decision to join Quest, a young and unknown protein bar company, seemed crazy to most. But I saw it as the perfect opportunity to combine my passions for community-building, innovative […]