Tag: influence

Brand agencies redux

One of the ways to measure brand communication is to view it through the prisms of effectiveness and efficiency. I sometimes get the feeling that with time, mass media became more of an efficiency game. Then social technologies came along and forced the marketer to acknowledge (the forgotten) effectiveness criterion. That would explain the resistance […]

Influence Cycles

The term ‘influencer’ is a recurring one in social media. Mahendra had a tongue-in-click post last week on the subject, and Surekha and I ended up taking it on a tangent, and it reminded me once again of the way ‘influence’ is changing, for all parties concerned – influenced, influencer, the object that links them […]