Caliber Brand Strategy + Content Marketing
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All posts by Dan Gershenson

Sometimes it’s not worth fighting a gorilla.

This photo from someecards.com (yes, proofers, there’s a misspelling in it, but you get the idea) pretty much sums up the “uproar” every time Facebook makes a change to their structure, layout and functionality. We don’t have to like every change Facebook makes but this is part of the deal we’ve made with ourselves by […]

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Metra’s brand would fly higher with tech upgrades

Blessed to be in a city with solid public transportation, not a week goes by that I don’t use a bus, El and Metra train to get me from Point A to Point B. And while you have to put up with the usual annoyances (Exhibit A: Man talking on cell phone at ridiculous decibels), […]

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1st Gen E-mail Is Over – Does Your Marketing Reflect It?

“Wait – what do you mean? Are you saying e-mail is going away? No way does e-mail go away. Everyone uses e-mail.” I figure that’s the response I’d get from a headline like the one above. But e-mail marketing in its 1st generation form should be history. E-mail in its next generation form is where […]

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The mail system is changing forever. Not just on Saturdays.

It’s time we wish the first generation of direct mail and e-mail a happy retirement to Del Boca Vista. I recall stories of when ol’ direct made the eyes of David Ogilvy twinkle with glee. Or when e-mail came on the scene, a hot, young upstart in the electronic world. But like all things, there’s […]

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There’s A Brand Waiting For You In Your Office.

A new Accenture survey of global marketers yielded some results that at first, may not seem that extraordinary. Among them, marketers said the three most important business issues were improving customer retention and loyalty, acquiring new sales and increasing sales to current customers. The survey went on to say that in the coming year, marketes […]

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Capturing The Elusive Online/Offline Balance

Over 700 posts have been written about the shocking suicide of social media expert Trey Pennington and I won’t attempt to compete with such beautiful tributes that have already been said by Jay Baer, Mark Schaefer and others (Pennington was a popular South Carolina-based expert on social media and spoke at a variety of conferences […]

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The Daily Herald Betting Far More Than $20 Per Reader

Newspapers need a new pricing model that reflects the online age of readership. I’ve got 3 ideas on how to help. The front page of the suburban The Daily Herald, penned by the Editor, shouted the newspaper’s stance loud and clear: “Why our digital news cannot be free.” The 139-year-old newspaper has officially made the […]

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3 Times When Social Media Isn’t Right For You.

I’m a gigantic social media fan, but I can never automatically recommend everyone be on social media. True, I could analyze a company from a brand perspective and I’ll invariably recommend social media channels for them. But as I dig deeper, I come to realize that there are a few cases that it’s not right […]

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Cubs, Sox Looking Up at Teams in Social Media Standings Too

The San Francisco Giants are the world champions of social media. Oh, and I suppose they deserve that World Series trophy too. Let me explain. I began to write this as a Cubs vs. Sox comparison of social media usage – and I do speak to this. But I also wanted to show the whole […]

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What happens when your leader IS your brand?

Most of us have bosses. Some of us have great CEOs. And a very precious few of us have what can only be referred to as a legend – the kind of iconic visionary who is responsible for making the brand what it is today in the eyes of many. Of course, nobody is immortal. […]

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