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Team DIGO | 10/07/2015 | in
Key #5 of 10 to Inspiring Action: 10 Keys to the Future of Marketing. Download our summary poster of the 10 Keys here.
Imagine you’re marketing a limo service and you get Uber’d.
Or you’re trying to put travelers in hotel beds and you get Airbnb’d. You run a car dealership and you get Tesla’d. You’re a travel agent, a financial advisor, sell insurance, or – heaven forfend – you publish the yellow pages!…
I know real people in these situations, and I can tell you this about every one of them:
They never saw it coming!
But Nike saw it coming. Starting with their own brand story, they got ahead of change. Nike didn’t see themselves as an athletic shoe company – they saw themselves as a company that inspires athletes. While other athletic wear companies may have seen the coming age of wearable computing as irrelevant, Nike saw it as an opportunity to inspire. In creating Nike Plus, they got ahead of the curve and developed a way to get to know their customers like never before.
You don’t have to BE a new economy business to WIN in the new economy. You just need an inspiring idea that guides you, and you need to be able to connect that idea to better experiences for your customers. American Express (founded 1850) has done it, reinventing the core of their customer relationships many times over. JetBlue (founded 1998) has done it. Apple (founded 1976) is most certainly doing it.
We call these companies Inspiring Action brands. They share a common point of view. They see things with their customers’ eyes. They know what the people they serve aspire to be and do. They know what their devotees love about themselves with them. They’ve mapped the customer journey and have found ways to intercept and change behavior.
You are what they do.
Your audience is just people trying to inspire action in themselves. If your service works better, you win.
Think Outside In. It’s really that simple and that challenging. Understand your inspiring idea from your customer’s point of view. Map the journey and work out effective ways to change behavior and create new habits.
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Team DIGO | 09/30/2015 | in
Steve Harrison has won more Cannes Lions awards than any other creative director in the world. He is one of the most influential and inspiring copywriters of his time, and is the author of “Changing the World is the Only Fit Work For a Grown Man”, an eyewitness account of the life and times of legendary adman Howard Luck Gosssage. For his work, Campaign Magazine has recognized Harrison as “the greatest Direct Marketing Creative of his generation”.
Tune in and listen as Steve calls in from the United Kingdom to tell host Mark DiMassimo all about his book, his unorthodox journey to becoming an award-winning copywriter and much much more on this edition of the “Inspiring Action Podcast”.
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Team DIGO | 09/30/2015 | in
Leslie Doty was the marketer behind the legendary Citibank AAdvantage Card campaign that won the top Account Planning Group Award, a Gold Effie, and was recognized by the Loyalty Marketers Association as the campaign of the decade. That campaign, created with creative director, Mark DiMassimo, was the seed that helped launch DiMassimo’s fledgling agency, nearly two decades ago. The journey of discovery to the inspiring idea behind that campaign was the seed from which the Inspiring Action approach that Doty and DiMassimo share has grown. As colleagues and friends, Leslie and Mark have achieved many things as partners in inspiring action. Fast forward 19 years and the agency that Leslie undoubtedly helped take liftoff has long since named a conference room in her honor, and what better title for the plaque than the “Leslie Doty Dukker Center of Inspiration”?
Leslie’s extraordinary resume includes stints as the Senior VP at MasterCard Advisors, Managing Partner of DiMassimo Goldstein, Corporate Vice President at CVS health, and now as the Chief Marketing Officer and President of Reader’s Digest Consumer Services, Inc.
In this very special episode of the “Inspiring Action Podcast”, Leslie and Mark revisit their time working on Citibank’s AAdvantage card, an experience that both call transformative in their careers. Listen in as Leslie tells Mark about the defining moment in her career when she became a marketer, and how a great insight can turn into an award winning campaign.
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Team DIGO | 05/14/2014 | in
Looking to learn and laugh on tomorrow morning’s commute? We’ve got you covered.
Agency Partner and Chief Creative Officer Tom Christmann recently joined Sean Grace and Nadia Blake on The Storyboard Podcast. The episode – a 38-minute adventure – is a beautiful combination of both industry knowledge and hilarity. Tune in as the three explore topics such as virtual reality, the future of advertising, the direct economy and much more. You may also find out that Tom is apparently a hologram who is “completely wasted” and “#blessed” (even though only one of those is actually true – we think).
Be sure to follow both Nice Shoes and Sound Lounge, who Co-Produce the Podcast, and be on the lookout for the next great episode!
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Team DIGO | 05/14/2013 | in
Because clients that are really fulfilled — fulfilled as people, professionals and clients too — will become life-long clients. And in turn, recommend us. That’s how we grow. Great Clients, Great Work and Great People.
At DiMassimo Goldstein, we put our values in a document we call “The DIGO Standard.” It doesn’t just hang on the walls and sit on our desks and desktops. We use it every day. People who visit often ask for a copy. Here’s yours, and you didn’t even have to ask.
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Team DIGO | 11/30/2012 | in
Columbia University has released a new study on subjective well-being around the world, listing the “happiest” countries. They are all in Northern Europe, while the least happy are in Southern Africa. U.S. is #16
(more…)
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Team DIGO | 05/04/2011 | in
Royal Honeymoon Rumors Swirl. President Obama At Ground Zero. DIGO Marks 15 Years of helping visionary leaders grow brands and businesses. It’s a big week! We’ve gotten to see a lot of history up close in the past decade and a half. We had a front row seat for the pc goldrush, the first dot com boom and bust, the attacks of September 11, 2001, and the devastating fiscal aftermath, the electronification of the markets, the meltdown of 2008, the socialization and gamification of everything…
Through it all we joyfully hastened the extinction of dinosaur business models while championing the sometimes spectacular rise of new ones.In our first 15 years, we’ve relished the hard work of growing brands, campaigns and businesses. Even more so, we’ve loved building the relationships and credibility that continue to drive us relentlessly forward.People you will admire, will tell you how we committed to their success, then drove ourselves and everyone involved to do what it took to deliver what we promised, and more. People with whom we have been privileged to change the world, either a little or a lot. People who believe as we do, that there is no success without commitment.
So here’s to the next 15 years of Brand. Driven. Growth. Let the adventure continue!
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Team DIGO | 11/05/2006 | in
“Since founding Apple with engineer Stephen Wozniak, (Steve) Jobs has believed that small teams of top talent will outperform better-funded big ones. He has used the same approach at Pixar, where creative chief John Lasseter has led the way in creating blockbusters like Toy Story and Finding Nemo. Jobs also outsources far more selectively than his rivals. He’d rather have all his creatives working together than save a few bucks by outsourcing such work overseas.” — Business Week
Big ideas come from small teams. Brand building is no exception to the Jobs rule. It is, at its best, a small team activity. That’s why challengers worship the garage and the cocktail napkin, not the multinational conglomeration of bricks and mortar. The team that builds the brand can be the team that creates the advertising. It includes the client and a small, elite agency team. Its mode of operation is total collaboration. Its measure is always the mark, never the compromise. The brands of the future are being built this way.
