What if true innovation and game change could come by focusing on fringe groups? For instance, if we look at the concepts being created around the disabled and the elderly, can we add greater value to the overall conversation within digital?
I’m fresh back from another amazing trip to Austin for South by Southwest Interactive, and the inspiration I always bring home with me continues to linger like in years past. I was lucky enough to give a presentation on the ins and outs of new generic top-level domains (gTLDs). These are the extensions that will be joining .com, .gov, .net, and the others we’ve become accustomed to over the Internet’s nearly three decades in existence. There will be hundreds of new extensions introduced this year, and some of them have already started to go live.
While walking the floor at SXSW, it’s hard not to be impressed by the many, truly innovative startup companies in attendance. But sadly, many of them had names that did their brands little to no justice, and a few of the companies I spoke with told me that they settled for company names simply based on what matching domains were available. Needless to say, most were not aware of the options available among the thousands of new extensions that are becoming accessible.
Herein lies a huge missed opportunity for startups, and one of the main reasons the Internet Corporation for Assigned Names and Numbers (ICANN), which is... Read more
I'm still reeling from a great few days at SXSW, where I experienced some compelling brand activations from Oreo's Trending Vending Lounge, MasterCard and Mashable (#PricelessSurprises), and more private networking parties and inspirational pop-up discussions than hours in the day would allow.
I had the privilege of joining one such intimate discussion hosted by Expion, which turned into a passionate, all-out, no-BS discussion on the future of all things connected, including a featured panel on the future of packaging. The lively panel included Bonin Bough of Mondelez (@boughb), Gary Vaynerchuk (@garyvee), David Shing of AOL (@shingy), and Katharine Bell of HBR (@katharineabell).
As a business leader and curator of community and content in the marketing industry, I was most inspired not so much by the "what" or the "who" of the conversation, but more the "how." Specifically, I was inspired by Vaynerchuk's recognition of the "sheer will" behind the recent innovative successes behind legacy brands, with a nod to CPG marketers such as Mondelez and PepsiCo. Indeed, sheer will is the most powerful driver of innovation.
To give context, Bough shared his sentiment that all CPGs in the grocery store will be connected to the internet by 2020. There was no refuting that... Read more