• MARKETING: POLITICS
    What Happens When Thought Leaders Speak Directly To The Public?
    Last week, renowned climate scientist James Hansen, formerly director of the NASA Goddard Institute for Space Studies, released a highly debated paper on the impact of climate change. In it, he and 16 colleagues wrote: "Ice melt, sea level rise and superstorms: evidence from paleoclimate data, climate modeling, and modern observations that 2C global warming is highly dangerous."
  • MARKETING: POLITICS
    Slicing The Marketing/Canvassing Pie
    Campaign managers often make a samurai cut in the allocation of funds between marketing and canvassing channels. Both types of outreach are essential. They can be more or less reinforcing, too. That depends on how well the manager harmonizes personnel (including the candidate), grounds implementation decisions on analytics, and navigates the inevitable surprises thrown up by the news and competitive environment.
  • MARKETING: POLITICS
    It's Political Branding Season
    The presidential primary season has entered its post-announcement phase with more flights and hotel rooms booked into Iowa and New Hampshire than at any time since July 2011. The field of candidates is even more crowded than expected.
  • MARKETING: POLITICS
    Is Facebook The Holy Grail Of Political Advertising?
    Last month, the National Journal Magazine published an article about the emerging role of Facebook as "the single most important tool" for digital campaigns in the 2016 race for the White House. I couldn't agree more.
  • MARKETING: POLITICS
    Using A Social Echo To Influence Target Audiences
    Media systems dependency theory, courtesy of Baran and Davis, tells us that the more a person depends on having their needs met by media, the more important it becomes and the more influence it will have in their life. This is significant in light of recent Pew Center research finding that 61% of Millennials and more than half of Gen Xers say they rely on Facebook for political news.