Apple’s 2013 Christmas ad: a story with a twist

Apple’s 2013 Christmas ad: a story with a twist

  I almost added #kleenex to that tweet. I probably should have. Without revealing the plot twist in the 90-second clip, I'll simply say that I thought it was an effective reframing that makes the title, "Misunderstood," resonate. …continue reading →
Christmas cheer, Canadian (marketing) style

Christmas cheer, Canadian (marketing) style

WestJet GiftsCanadian budget airline WestJet took the concept of Random Acts of Kindness to a new high this week. After setting up a Santa-cam in two Canadian airports, WestJet surprised 250 travellers with their requests when they landed in Calgary a few hours later. The dreaded baggage carousel was, instead, a pipeline from Santa, delivering wrapped packages down the chute. Cameras, of course, were on hand to record the event, which the company began planning in August. …continue reading →
Doing Cable News Interviews Well

Doing Cable News Interviews Well

tv iconThese aren't "how to's" per se but they are each an example of effective interview skills on the part of the television expert: Sen. Elizabeth Warren on CNBC and author Dr. Reza Aslan on FOX. Why do I think they merit watching? 1. Both subjects are incredibly well-prepared. By this I mean that they know their topics upside-down and inside-out. They are intimately familiar with facts and nuances. They are, in a phrase, subject matter experts, but SMEs who can speak in lay terms. …continue reading →