en-ca http://www.cbc.ca/podcasting/images/promo-undertheinfluence.jpg http://www.cbc.ca/podcasting http://www.cbc.ca/podcasting The first 50 years of modern advertising was hard-sell. The next 50 years was persuasion through creativity and media tonnage. But advertising is no longer a loud one-way conversation. It's a delicate dialogue now. The goal is no longer to triumph by weight, but to win by influence. Welcome to Under the Influence. An exploration of that critical shift. CBC podcasting@cbc.ca Copyright © CBC 2012 podcasting@cbc.ca no CBC Radio CBC,CBC Radio The first 50 years of modern advertising was hard-sell. The next 50 years was persuasion through creativity and media tonnage. But advertising is no longer a loud one-way conversation. It's a delicate dialogue now. The goal is no longer to triumph by weight, but to win by influence. Welcome to Under the Influence. An exploration of that critical shift. http://podcast.cbc.ca/mp3/podcasts/undertheinfluence_20120526_15689.mp3 This week, I discuss my annual list of favourite marketing books. We'll look at a new book, titled, Mad Women, written by an original Mad Woman from the 60s era Madison Avenue. Next, we flip through the pages of another new book by one of the most outspoken and notorious Mad Men of all time - George Lois - whose no-holds barred book of advice will certainly ruffle some feathers. Simon Sinek's book, Start With Why, argues that most companies don't know WHY their in business, and will not succeed as a result. Lastly, we discuss a book by Steven Johnson that looks at where good ideas come from. Pour a cup of coffee and join us. http://www.cbc.ca/podcasting podcasting@cbc.ca Sat, 26 May 2012 04:00:00 GMT Books, Books, Books This week, I discuss my annual list of favourite marketing books. We'll look at a new book, titled, Mad Women, written by an original Mad Woman from the 60s era Madison Avenue. Next, we flip through the pages of another new book by one of the most outspoken and notorious Mad Men of all time - George Lois - whose no-holds barred book of advice will certainly ruffle some feathers. Simon Sinek's book, Start With Why, argues that most companies don't know WHY their in business, and will not succeed as a result. Lastly, we discuss a book by Steven Johnson that looks at where good ideas come from. Pour a cup of coffee and join us. 1584 http://podcast.cbc.ca/mp3/podcasts/undertheinfluence_20120519_11802.mp3 Over the lifetime of a company, mistakes happen. When those mistakes cause damage, it is not inappropriate for a brand to apologise. Yet, it rarely happens. This week, we look at the companies that chose to apologise: From O.B. Tampons, who apologised to their customers with a song, to Dominos Pizza, who was forced to apologise when employees made an embarrassing YouTube video, to Maple Leaf Foods, whose CEO apologised to the families of people who had died from contaminated food. If an apology is genuine and timely, sorry is definitely the smartest word. http://www.cbc.ca/podcasting podcasting@cbc.ca Sat, 19 May 2012 04:00:00 GMT When Brands Apologise: Sorry Seems To Be The Smartest Word Over the lifetime of a company, mistakes happen. When those mistakes cause damage, it is not inappropriate for a brand to apologise. Yet, it rarely happens. This week, we look at the companies that chose to apologise: From O.B. Tampons, who apologised to their customers with a song, to Dominos Pizza, who was forced to apologise when employees made an embarrassing YouTube video, to Maple Leaf Foods, whose CEO apologised to the families of people who had died from contaminated food. If an apology is genuine and timely, sorry is definitely the smartest word. 1562