media

marcysocialsmallWhen I heard the word ‘strategy’ in my past life (read: pre-digital career), I often pictured a war general in a war room looking sternly at a large map, preparing his next best step for combat. Deciding where to engage the enemy and what maneuver was going to make sense to help him achieve his goal.  It was his job to consider all the factors involved and apply his knowledge of troop and leader behavior to make decisions that would result in positive outcomes. It was his job- to win.

And now, as I work in the world of digital strategy for some of the world’s greatest brands…I think about how many similarities still exist.

In order to craft an effective strategy for a brand you have to go back to the tent and just stop. Take a step back and plan. You need a map…something that shows all your assets, advocates and resources. And a proper brand map shows where you want to go, and what you want to conquer. Only then can you properly determine how best to leverage and grow. Only by evaluating everything from consumer experience, brand voice and the enemy (er, I mean competitors) you are able to see just where you need to improve, place resources and focus.

Good brand strategy takes a special kind of leadership. One that is confident, decisive and BRAVE.  Take a risk, go in a new direction- but above all, stop and plan. Remember…Smart leaders push forward, but smarter leaders stop first and decide where they want to go.


Learn more about brand strategy by coming to my next speaking engagement (NMX 2013)! More about my educational presentations here.

Let’s catch up.

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I know, I let you down. You have expected to see me be funny and write about vintage ads everyday and I have been pretty MIA lately. Sorry for that. Truth is, I have a lot of ‘change’ in my life at the moment. And things are a little crazy. You will all be the [...]

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Why only people over 40 should do social media for a living.

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  By now, every single person in social media has seen this outrageously poorly written blog post by inexperienced COLLEGE STUDENT Cathryn Sloane. It is a naive tale by an incredibly young and ignorant girl who decided to tell the entire world that her generation is the only generation capable of doing social media. Think I [...]

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Cars Land Media Preview and why Tom Staggs is my favorite.

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Tom Staggs is my favorite Disney executive that I have the pleasure of knowing. (sidenote: I still love you too Bob Iger.) Tom speaks from the heart, and is genuinely excited about the changes that have occurred at the Disney California Adventure over the past year. The transformation is nothing but remarkable. New entrance, entirely [...]

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The worst #DisneySMmoms post ever.

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Last weekend I was one of 175 invited guests to attend the Disney Social Media conference in Walt Disney World. It is a great event each year that always leaves me brushing off the pixie dust the following week. If you are interested in my business-y analysis of the event, I wrote this fancy article [...]

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Social Media Day OC 2011

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Today I spoke on a panel at the Mashable Social Media Day event held at The Orange County Register. Speaking on a panel is the hardest thing I do. It means I have to not ‘Horshack’ the whole thing, and actually let others on the panel answer questions. Which for me- is WAY harder than [...]

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{Marcy’Social} Be obvious.

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If you are selling your house, one of the first things you do is have an obnoxious sign planted out in front to let the world know “ WE ARE SELLING OUR HOUSE. BUY THIS”.  If you want to be picked to answer a question in a class or conference you raise you hand with [...]

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Don’t ask me what I think of QR Codes. You can’t handle it.

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Chances are you have seen one of these somewhere lately. And chances are if you are not a nerd like me in a tech-social media-internet world you have no idea what they are. Well, my un-techy friends, this is a QR code. QR stands for ‘quick response’ and is essentially a square bar code. How [...]

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{BrandTalk} Everything I ever needed to know about social media I learned from my grandfather…

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We humans, especially the ones referred to as ‘consultants’ and ‘experts’ have a way of over complicating things. As soon as someone gets paid for advice, they have a way of mucking it up. It is part job security and part justification I guess, but either way it makes it hard sometimes to see the [...]

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