Author Archives: Louis Gudema

The two-week Super Bowl ad window

My wife and I have hosted an annual Super Bowl party for almost 20 years now. I remember the first one when our daughter was five. A little before the party started I told her, “So the rule for this party is that you can talk during the game but be quiet during the commercials.” […]

Trump’s effect on corporate communications

Things change fast. Less than two weeks ago “no drama Obama” left the White House and now it’s 24/7 Trump. President Trump, and his administration, are producing new challenges for corporate communications and marketing. Already a number of companies have seen their stock prices tank or jump because of a critical or embracing tweet from […]

The death of the Ringling Brothers brand

A few days ago the Ringling Brothers and Barnum & Bailey Circus announced that it is closing down. The combined circuses have been operating in one form or another for 146 years. There was a time when they and other circuses were a big deal, showing their audiences animals and acts from exotic places that […]

Get your daily marketing tip

Since May, 2016, I’ve been sending a daily marketing tip to hundreds of people who signed up. They seem to find them very useful — I get lots of comments and very few unsubscribes. Here’s some of the feedback that I’ve received: “Thanks for sending these. Very helpful.” “I really like these emails. It’s a […]

How to market around Halloween

Brands market around many holidays, and Halloween is a leader. And it’s not just about selling hundreds of millions of miniature candy bars. Of course each holiday has its own particular emotional resonance, and commercial opportunities. For Halloween the emotion that brands typically go with is “scary fun”. British supermarket chain Tesco produced a Halloween […]

The sunset of Vine

Twitter has announced that it’s phasing out its six-second video tool, Vine. It’s not that Vine wasn’t popular. In 2015 Twitter announced that it was displaying 1.5 billion vine loops every day. But since Vine defaults to looping, the actual number of people watching may have been considerably lower. The main problem was that Vine […]

How to audit your content

A critical early step in developing a content strategy and calendar is auditing your existing content. Typically organizations have way more content than they realize in the form of web pages, social media posts, white papers, blog posts, webinars, videos, and so forth. And much that they’re aware of may not be being used to […]