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Earlier this week Rajat Paharia visited our offices here at JWT to speak at Social Media Week about game mechanics in marketing. (Gabe Zichermann, whom we also recently interviewed, was on the same panel.) We spoke with Paharia late last year as we were researching one of our “10 Trends for 2011,” All the World’s […]

As a self-described “gamification thought leader,” Gabe Zichermann makes a case for using gaming principles to motivate and engage consumers. He co-authored Game-Based Marketing and chairs the Gamification Summit, which takes place later this month in San Francisco. We spoke with him about one of our “10 Trends for 2011,” All the World’s a Game—the […]

Eco-friendly product launches increased by more than 500 percent from 2007 to 2009, reports Harvard Business Review. And green initiatives are shifting from competitive advantage to core competency, as we noted in our 10 Trends for 2010 report. As green products proliferate, and compete against each other, brands will need to focus less on eco-messaging […]

Christopher Poole, the founder of the controversial website 4chan, argues that online anonymity empowers people to achieve unfiltered self-expression. Poole, aka moot, spoke in defense of online anonymity at a recent TED conference, and the video’s release last week prompted debate around free speech. 4chan is part of a Web landscape where, in many places, unsavory […]

“Will 2010 be the year of the daddy blogger?” asked Fleishman-Hillard’s Jessica Smith last August on her blog. After all, 2009 saw a record number of stay-at-home dads in the U.S. (according to the Bureau of Labor Statistics), a major campaign from Sony targeting daddy bloggers, and launches of community networks like Dad Blogs and […]

Online privacy has been all over the news: Just this week a U.S. Congressman introduced draft legislation that would regulate how online ad networks use personal data and Facebook, already under fire for privacy issues, made headlines for exposing some users’ private chats. And yesterday the Lift Conference 2010 in Geneva—a Europe/Asia conference exploring the […]

The behavior of big brands at the heart of the global economy can affect billions. As Adam Hanft recently wrote in The Huffington Post, Google‘s free-speech issues in China are symbolic of how “brands have grown large in the culture, standing for increasingly meaningful issues, belief systems that stretch well beyond their core functional benefit.” In […]

A Hollywood twist on the future of marketing, The Joneses is a film about a “family”—really, employees of a stealth marketing agency in disguise—who use their lifestyle charisma to secretly sell upmarket goods to their suburban neighborhood. The Joneses is certainly based on real trends in covert branding. As a new platform for marketing, the […]

The UN’s World Water Day recently brought attention to escalating global water shortages, and cities worldwide are launching ambitious projects to solve the freshwater crisis. And increasingly, brands are starting to become more proactive in water conservation. Scientific American suggests that “water footprint” labels may help consumers conserve water by exposing how much of it […]

Is the mass market dead? The New Yorker’s James Surowiecki sees market growth for brands at the low end (e.g., the “well-priced adequacy” of Uniqlo jeans) and the high end (products that consumers consider worth the premium like the iPad), with brands in the middle languishing. Brand titans like Coca-Cola and McDonald’s will always be strong […]


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