Johanna Beyenbach

Articles by Johanna All articles by Johanna

• The New Next: It's What's on the Inside that Counts in Media Magazine on 05/01/2009
  

  When brands and their agencies plan communications together, a component that largely gets overlooked is what to do within the company itself. Internal communications is a massive group of channels, and in the past couple of years it has become clear that what happens inside company walls is as important (if not more) as what is said outside.

• The Unshuttered Shutter-Bug Mag in Media Magazine on 03/02/2009
  

  From picketing to marching, people have been banding together around causes they passionately believe in for decades. Never before has the scale and speed in which change can be effected been so massive, though.

• The New Next:Welcome to Digilog in Media Magazine on 02/02/2009
  

  Until recently, we talked about the distinction between analog and digital as if one was better than the other. Nostalgia for rituals led some to abandon their digital cameras in favor of film and buy albums on vinyl instead of via iTunes. This is changing, though: The generations behind us have never lived in a world without the Internet, so they don't see a distinction between online and offline. Instead of competing, digital and analog channels are beginning to function together seamlessly, complementing and enhancing each other.

• The New Next: Best Foot Forward in Media Magazine on 01/02/2009
  

  Some brands only make use of one or two of the four key elements of marketing today: the idea of engagement, the tools provided by new media, the authenticity of word-of-mouth, and the power of offering people purchasing options that are both savvy and socially responsible.

• The New Next: The Price of Loyalty in Media Magazine on 12/02/2008
  

  The fact that it's important to reward consumers for being loyal to your brand is indisputable by now. But how do you do it? One of the most readily accessible examples is the loyalty program. Most are the same: The more you spend, the more points you accumulate and can then redeem for swag, airline miles or discounts. But what does this reward? Certainly not true loyalty; the primary goal behind these programs is essentially to stimulate frequent purchases. And the consumer knows this.

• The New Next: Sink Your Teeth Into It in Media Magazine on 10/02/2008
  

  It's no secret that HBO has been in the vanguard of storytelling for the past decade - but not only in its programming. The pay-TV giant has been revolutionizing its category, marketing itself not just as a network but as an entertainment property.

• The New Next: The Journey's the Thing in Media Magazine on 07/22/2008
  

  At the beginning of the summer, the third annual Come Out & Play Festival hit New York with a bang - people blanketed the city, turning themselves into game pieces and using space in a creative way to have a good time. From a New York City vs. London photo scavenger hunt to a multiplayer game in which GPS triggers from mobile devices reward teams with tools to help them win, Come Out & Play capitalized on "city-size fun" by making a city the game board.

• The New Next: The Stars of the Story in Media Magazine on 06/23/2008
  

  From the time they realized that people evaluate brands based on their behavior rather than on calendars and units of time, marketers have placed "creating experiences" on the top of their priority lists. This is nothing new: From the branded utility craze a few years ago to the buzz surrounding Web 2.0, brands have scrambled to build relationships with people. Building connections, like anything else, must be insightfully relevant, and oftentimes marketers make the mistake of thinking that if they build it - all Field of Dreams-like - people will come.

• The New Next: Going Buzz One Better in Media Magazine on 04/15/2008
  

  Nobody is a stranger to words like "buzz" and "viral" anymore - media guys, ad guys and digital experience guys are all thinking about how to get people talking with their ideas, but PR is where it all started: That's their stock-in-trade.

• New Next: Too Much Aggregation in Media Magazine on 02/22/2008
  

  We're always saying that marketers should be mindful about changes in people's behavior and the way they interact with media. What's hot today might be obsolete or morph into something else in a matter of weeks.

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