Olivier Blanchard » digital

It's interesting to watch people's reactions when I bring up IBM and "mobile" in the same sentence outside of work. The average person probably still thinks of IBM as being a computer company, a hardware company. The images IBM evokes for them first are probably the logo, then some notion of a compu ...
View more
First things first:I'm not sure how to say what I am about to say. I can't truly vouch for this yet. I can't back it up with facts, anecdotal or otherwise. I can't tell you that I have personally tested this software, that I have been secretly using it for six months. I have no case studies t ...
View more

A Field Guide for Digital Program Managers

A few years ago, Que (a division of Pearson Publishing) reached out to me about writing a book on Social Media ROI (Return On Investment). Early on in the project, it became clear to me that the book needed to be about more than ROI. Before we could even talk about measuring anything, the con ...
View more

Corporate Dinosaurs and Broken Windows

"That's the thing about the kind of failure that's driven almost entirely by incompetence," he said. "Forget its inability to cope with change. That isn't even the worst part. What's really scary about it is that it is incapable of understanding the most basic flaw in its own nature. It's just too d ...
View more

Influencers: to pay or not to pay?

Okay... let's get back to business for a minute. Today's topic: the ethics of paying influencers.Buzzword Bingo: is "influencer" even a credible term?Note: When I use the term influencer, assume that I mean "influencer" (with conspicuous quotation marks). I am not a fan of the term and would ...
View more
I wrestled with the idea of starting a new series in parallel to The CMO and the Cloud called The Entrepreneur and the Cloud, but in the interest of keeping our conversation about the cloud's impact on business (and our lives and... well... everything) nice and streamlined, I opted instead to just i ...
View more

Change with purpose – Part 1: inevitable innovation

At 8am on a beautiful November morning, I was sitting in the Cosmopolitan's Chelsea auditorium in Las Vegas, wondering how in the world I was going to write about some of the bold moves that Dassault Systemes has been making these past few years, at least in a way that would make sense to an ...
View more
When I started working on Social Media ROI back in 2010, one of the dilemmas nagging me at the time was whether or not to devote any time to discussing (to an appropriate degree of practical detail) digital tools. On the one hand, it seemed difficult to map out how to integrate digital measureme ...
View more

The CMO and the Cloud – Part 4

Today, let's keep things super simple. I will only make two points. Actually... no. I won't really make any points. You will make your own points. All I am going to do is show you something. What you do with it is entirely up to you.First, this:Okay... my work focuses on marketing management, whic ...
View more

The CMO And The Cloud – Part 3

A few of you asked me last week if I had any examples of how to use the cloud to demonstrate marketing ROI. The easy answer is yes, but... determining the ROI of marketing spend (and activity) can be done in a lot of different ways. "The cloud" isn't a magic button. It's a toolkit, just like anythi ...
View more
Page 1 of 212

welcome to olivierblanchard.net

Formerly The BrandBuilder Blog