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Which clippings match 'Advertising Strategy' keyword pg.1 of 1
24 JANUARY 2015

Bud Caddell: Complexity and the Future of Advertising

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TAGS

2011advertisingadvertising strategyAustronesian cultures • brand partnerships • brand refresh • bucket brigade • Bud Caddell • building resilience • business modelcollaborationcomplex systemscomplexityconvergent thinkingcreative ideascreativity • design for creativity • digital agencydivergent thinkingeducation systemhaving original ideas that have valueKen Robinsonmarketing strategy • Mawken people • Moken people • Morgan people • nomadic people • non-conformity • predicting the futureproblem-solvingproduct innovation • rapid response • rethinking strategies • sea people • sea-based culture • self-organising teamsthinking skills • tomorrows challenges • tsunami

CONTRIBUTOR

Simon Perkins
23 OCTOBER 2012

Small business marketing: tweeting globally, accessed locally

"SAN FRANCISCO – Three weeks after Curtis Kimball opened his crème brûlée cart in San Francisco, he noticed a stranger among the friends in line for his desserts. How had the man discovered the cart? He had read about it on Twitter.

For Mr. Kimball, who conceded that he 'hadn't really understood the purpose of Twitter,' the beauty of digital word–of–mouth marketing was immediately clear. He signed up for an account and has more than 5,400 followers who wait for him to post the current location of his itinerant cart and list the flavors of the day, like lavender and orange creamsicle.

'I would love to say that I just had a really good idea and strategy, but Twitter has been pretty essential to my success,' he said. He has quit his day job as a carpenter to keep up with the demand.

Much has been made of how big companies like Dell, Starbucks and Comcast use Twitter to promote their products and answer customers' questions. But today, small businesses outnumber the big ones on the free microblogging service, and in many ways, Twitter is an even more useful tool for them."

(Claire Cain Miller, 22 July 2009, New York Times)

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ad budget • advertising and marketing • advertising strategy • being discovered • big companies • cart • Coca-Cola • Comcast • creme brulee cart • current location • Curtis Kimball • customers • Dell • desserts • digital word-of-mouth marketing • e-commerce business • fresh • itinerant cart • little-bitty store • little-bitty town • local businesslocal businesseslocalisationMcDonaldsmicroblogging • mom-and-pop shops • multiplatform marketers • New York Times • promote products • San Franciscoshopping behavioursmall businesssmall businesses • small-business owners • social mediaStarbucks • supersmall businesses • sushi restaurant • tactical engagementTweetDeckTwitter • Twitter followers • Twitter localisation • Umi (restaurant) • word of mouth • word-of-mouth • word-of-mouth promotion

CONTRIBUTOR

Simon Perkins
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