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Rick Mathieson
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It’s a logo like none other. Which is why there’s no way I could resist asking Rich Silverstein and other people central to its creation to appear on-camera to share insights on "The Seagate Living Logo"—the world’s first patent-pending corporate... Continue reading
Posted 7 days ago at RICK MATHIESON: GENERATION WOW
So much for "Happiness." As the marketing world obsesses over Coca-Cola's decision to trade out its hugely popular "Open Happiness" tagline to "Taste the Feeling"(see one of 25 new spots, above), it's been fun revisiting the commotion created over some... Continue reading
Posted Jan 24, 2016 at RICK MATHIESON: GENERATION WOW
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Is 2016 the year marketing and the Internet of Things finally enter a meaningful new phase? Don't bet on it. But there are some promising signs. In the days since CES, much has been made of the emergence of new... Continue reading
Posted Jan 21, 2016 at RICK MATHIESON: GENERATION WOW
You can stop looking for "Happiness" now. That's the word from Coca-Cola's new global CMO Marcos de Quinto, who says the decade-long "Open Happiness" campaign had become too preachy in promoting sharing and co-existence for his, er, tastes. So now,... Continue reading
Posted Jan 19, 2016 at RICK MATHIESON: GENERATION WOW
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This is one game that's easier to play than avoid. We're all guilty of overusing tech industry buzzwords. And why not? They play a useful role as common shorthand that (conveniently) confers an aura of "cool" to those fluent in... Continue reading
Posted Jan 8, 2016 at RICK MATHIESON: GENERATION WOW
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Call them "The Fab 15"—fifteen of the most innovative advertising initiatives of 2015. That is, fifteen that aren't otherwise captured in our "10 Best" lists in Mobile Marketing, Social Media, Augmented Reality, Virtual Reality, Brand Pranks and Brand Viral Videos.... Continue reading
Posted Dec 30, 2015 at RICK MATHIESON: GENERATION WOW
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Mobile is where it’s at again this year, though we quibble with its definition these days. For instance, Facebook says nearly 80% of its ad revenue come from mobile advertising. But in our humble opinion, just because an ad is... Continue reading
Posted Dec 28, 2015 at RICK MATHIESON: GENERATION WOW
As I put it in my book THE ON-DEMAND BRAND, viral isn’t a strategy—it’s an outcome. While many people believe it’s a matter of simply posting a video and waiting for it to take off, success comes from share-worthy content... Continue reading
Posted Dec 21, 2015 at RICK MATHIESON: GENERATION WOW
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I keep thinking Oxford Dictionaries was only pranking us by naming this emoji as its 2015 Word of the Year. Not the word “emoji,” mind you. Literally this symbol – “tears of joy.” But for those who have been doing... Continue reading
Posted Dec 14, 2015 at RICK MATHIESON: GENERATION WOW
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Turns out all the crazy rumors were true: Social media marketing is more than just Facebook, YouTube & Twitter these days. For all the buzz we’d hear over the years about how this or that social platform is sure to... Continue reading
Posted Dec 1, 2015 at RICK MATHIESON: GENERATION WOW
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Call it “The Year of Living Virtually.” In 2015, virtual reality slowly began its emergence from Gartner’s “trough of disillusionment” after early hype—embodied by names like Second Life, There and Vivacity—proved to be too much, too soon for many users... Continue reading
Posted Nov 20, 2015 at RICK MATHIESON: GENERATION WOW
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Even Marty McFly knew augmented reality would be big this year. As 1989’s "Back to the Future II" showed us, 2015 would find Live AR movie promotions for "Jaws 19" and teens and adults using AR-enabled goggles along the lines... Continue reading
Posted Nov 17, 2015 at RICK MATHIESON: GENERATION WOW
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Let's just say I was into the "Internet of Things" before it was much of "a thing" at all. Never mind that a survey this year finds 87% of consumers say they've never heard the term. In my 2005 book... Continue reading
Posted Nov 5, 2015 at RICK MATHIESON: GENERATION WOW
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What a difference a decade makes. Two years before the launch of Apple's iPhone, my book BRANDING UNBOUND ventured forward to explore the future of advertising, sales and the brand experience in the mobile age. Excerpted in ADWEEK, the book... Continue reading
Posted Sep 27, 2015 at RICK MATHIESON: GENERATION WOW
Games can be good for business—even (perhaps especially) when it comes to B2B marketing. In the second half of my recent appearance on the Jim Blasingame Show, we continue our conversation on 5 of the top forms of content marketing.... Continue reading
Posted Sep 12, 2015 at RICK MATHIESON: GENERATION WOW
It’s the biggest buzzword in marketing today—but also the most over-hyped. Indeed, for all the promise of “content marketing,” it’s not as easy as it seems. In a recent poll, a full 43% of B2B marketers, for instance, cite content... Continue reading
Posted Aug 29, 2015 at RICK MATHIESON: GENERATION WOW
Pepsi Max's new 'Friend Finder' drones help you find your friends at concerts. In a world where these airborne 'droids seem to be taking over everything from Amazon deliveries to skywriting, technology is always searching for new ways to reach... Continue reading
Posted Aug 24, 2015 at RICK MATHIESON: GENERATION WOW
Betabrand knows how to break news. Or at least break into it. The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a... Continue reading
Posted Jul 31, 2015 at RICK MATHIESON: GENERATION WOW
Don't look now, but this "Girl" is "Unstoppable." A year—and countless awards—after the debut of Leo Burnett's "Like A Girl" video for Procter & Gamble's Always brand, the effort is out with a new spot dealing with a lack of... Continue reading
Posted Jul 29, 2015 at RICK MATHIESON: GENERATION WOW
From "prankvertising" to "newsjacking." In the conclusion of my recent appearance on the Jim Blasingame Show/Forbes Radio, we get into newsjacking, which is more popularly known as real-time marketing. If you're not familiar with the term, think Oreo's much ballyhooed... Continue reading
Posted Jul 7, 2015 at RICK MATHIESON: GENERATION WOW
My 2015 'Half-Time' Report on Digital Marketing Trends continues on the Jim Blasingame Show—with the rise of prankvertising. As longtime readers know, I've always been a fan of prankvertising—some favorites are shared in this post, and you can find many... Continue reading
Posted Jul 1, 2015 at RICK MATHIESON: GENERATION WOW
Get ready for a 2015 'Half-Time' Report on Digital Marketing Trends. With the Cannes Lions Ad Festival in full swing (which we'll look at a little more in depth next week), I was featured on the Jim Blasingame Show on... Continue reading
Posted Jun 28, 2015 at RICK MATHIESON: GENERATION WOW
If you thought Poo-Pourri's first video was outrageous, just wait til' you see what Grandma has to say about it all. In the latest from Suzy Batiz and her Addison, TX-based "spray-before-you-go" bathroom spray demonstrates once again how to market... Continue reading
Posted Jun 20, 2015 at RICK MATHIESON: GENERATION WOW
Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand? In just the last few weeks, Procter... Continue reading
Posted Jun 16, 2015 at RICK MATHIESON: GENERATION WOW
It's enough to make you love retargeting. Online display ads for 3M's Post-It brand sticky notes have proven just that—sticky—by enabling consumers to write themselves notes, reminders and to-do lists right inside the ad units. Through the magic of retargeting—technologies... Continue reading
Posted Jun 10, 2015 at RICK MATHIESON: GENERATION WOW