brand community – Terrella Media, Inc.

Cooks Source Scandal: Into the Frying Pan

Posted November 5, 2010April 27, 2017 dmkalmanPosted in Brand Community Media Strategy, Dave Kalman Analysis, Publishing Strategy, Ramblings from Dave Kalman

Sadly, it doesn’t appear that this incident was an oversight (we can forgive mistakes), but it looks like this is the Cooks Source business model, as clueless as that may seem.

Speechless: An Open Letter to Apple

Posted December 26, 2008April 26, 2017 dmkalmanPosted in Brand Community Media Strategy, Email and Social Media Marketing

[updated 1/3/09] [updated 1/5/09] [updated 1/14/09] “Et tu, Apple?” Dear Apple, This week you announced that this year’s Macworld Conference & Expo would be your last, and that Apple’s SVP of Worldwide Product Marketing Philip Schiller will stand in for boss Steve Jobs as the opening keynoter. You defended your decision, stating: “Apple is reaching […]

Marcomm Integration with Brand Community Media / Custom Publishing

Posted November 18, 2008April 26, 2017 dmkalmanPosted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy

How a brand community media program can incorporate multiple marcomm objectives Marketing organizations use a mix of communications activities – such as advertising, direct mail, customer research, and P.R. – to pursue diverse objectives. A company might develop one marcomm program to keep “at risk” customers from switching to an upstart competitor, another to support […]

Brand Communities, Marketing, and Media

Posted July 3, 2007April 27, 2017 dmkalman1 CommentPosted in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy

…a marketer’s job is in part to move consumers from the periphery to the center of the brand community, (i.e., to increase retention and revenue per customer) and also to attract new customers.