Posted by Sheila Shayon on May 23, 2011 02:00 PM
Perpetually in search of brand innovation since 1883, when it introduced its first major brand, Ivory Soap, Procter & Gamble’s corporate commitment to innovating is articulated in the June issue of Harvard Business Review, where P&G is dubbed the "new growth factory."
The HBR article, "How P&G Tripled Its Innovation Success Rate" (co-authored by P&G CTO Bruce Brown and Innosight managing director Scott Anthony) looks at how digital platforms have filled the branded content hole created by the collapse of TV soap operas, a branding medium that P&G helped invent with Colgate-Palmolive and Lever Brothers.Continue reading...
Posted by Sheila Shayon on March 29, 2011 12:00 PM
Web video programmers are getting better at promoting their wares, borrowing a well-worn page from the analog playbook that TV programmers have mastered.
Case in point: Lionsgate and Hudsun Media signed a deal to run Trailer Trash (watch the trailer above) on Hulu, partly because the video portal is mastering the art of scheduling, programming and marketing.
"Crossing your fingers and hoping people will find out about a show isn't really a business model," commented Curt Marvis, Lionsgate president of digital media, to the Wall Street Journal.Continue reading...