millennials

How Disney Revved Up the Star Wars Marketing Engine

Star Wars is one of the most successful movie franchise in history. Disney’s marketing of the seventh movie in the series, The Force Awakens, represents a great case study in action. Jason Mollica and I teamed up to provide an analysis of the Star War hype engine.

How Does One Evolve Successfully?

Understanding what is coming next and how to evolve a skillset to meet change are critical challenges for today’s worker. But successful evolution begins with an attitudinal shift.

Sharing and Collaboration

Businesses think they own their products and experiences. That’s why they brand them, put their personal mark on them, and make signature experiences.

The role community members play in creating and developing successful brands is a stark change. This collaborative shift is caused by technology in the form of social and  mobile, and a new “we” ethos brought on by millennials.

Last week, my friend Jeremiah Owyang and the Altimeter Group team released a major study called The Collaborative Economy that drove this point home.

Brands continue evolving from something discussed to collaborative distribution channels built on the premise of sharing products and services. In many ways, collaboration provides an opportunity for businesses to create a new sales channel, something I will discuss later this week on the Vocus Marketing blog.

Beyond the core business opportunity, the movement marks a larger economic and cultural shift towards community based models.  Socialism and its less successful offshoot communism produced global failures centered on fulfilling the ideal of community based sharing. In an ironic turnabout, the collaborative economy leverages capitalism to fulfill that  ideal through a pretty cool market based approach.
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