Paul Dunay

Archive for In the Trenches

Connecting to Customers Using Emotion

June 2, 2009
A case study on how GlaxoSmithKline is building an emotional strategy in its business GSK was represented by Donna J Sturgess at the World Innovation Forum. Now more than ever before emotion is saturating buying decisions and marketing needs to tap into this and use new ways to research...

Posted in In the Trenches, Integrated Strategy | 1 Comment »

Change is Never Linear

May 19, 2009
Notes from a speech by Paul Saffo, Professor from Stamford University, the opening speaker at the World Innovation Forum. Any interesting change looks like an S curve – except in Silicon Valley where it looks like a hockey stick The ghost behind the S curve is Moore’s law –...

Posted in From the Road, In the Trenches | No Comments »

The Future of Advertising is one word …

April 9, 2009
Contextual Now I know this isn’t such a new statement – but consider these clues … When the folks who created ET the movie (I hope I am not dating myself here) wanted to use M&M’s as the candy that ET was most attracted to – Mars said no but...

Posted in In the Trenches, Online Advertising, Web Design & Development | No Comments »

More Thoughts on Thought Leadership

February 26, 2009
Every firm I speak to wants to better position themselves as thought leaders in their specific area of Technology. And for good reason – better margins, better awareness, better leads, more qualified leads. Moreover, it changes the dynamic of the conversation from one of WHO are you to HOW can...

Posted in In the Trenches, Integrated Strategy | 5 Comments »

How NOT to Create Loyalty in Tough Times

January 30, 2009
Marketing’s mission is to somehow change a customer’s behavior. We try many things to affect that behavior: advertising, email, search, events, webinars, and the list goes on and on. And in tough economic times the opportunity to affect customer behavior is exceptionally acute,...

Posted in Email Marketing, In the Trenches | 6 Comments »


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