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Author: Stephen Byrne

The future of brands in social media

This is a conversation I had recently on the future of brands in social media with fellow Marketingmag.com.au Guru Blogger Jenni Beattie. Stephen Byrne: I want to start with some work Forrester did in April last year when they outlined the five phases of the social web. They are: Era of Social Relationships: ...

After the Wave: the limits of Google

Last month Millward Brown Optimor published its fourth annual BrandZ Top 100 Most Valuable Global Brands rankings and would you believe Google's brand is worth exactly $100 billion. While I have debated the worth of these kinds of valuations and surveys in previous blogs, in the wake of the impending release of the ...

Media consumption patterns and a short history of screens

Around 1600 the camera obscura is perfected. Light is inverted through a small hole or lens from outside, and projected onto a surface or screen, creating a moving image Mechanisms for producing two-dimensional drawings in motion were displayed in public halls by devices such as the zoetrope, mutoscope and praxinoscope ...

When brands fail... does brand valuation?

Last month Wally Olins, the man synonymous with the London brand agency that still bears his name, pronounced brand valuation an "utterly meaningless process". The bedrock on which many brand consultancies, accounting and valuation firms have built their reputations and practices, Olins pulls no punches on the ...

Why I don't buy Buyology

Book review details: Martin Lindstrom Buyology: How Everything We Believe About Why We Buy Is Wrong Random House 2008 Sydney-based author Martin Lindstrom's Buyology might have made a brief appearance on the New York Times bestseller list in November but by my standards and those professional marketers, strategists ...

Questionable identities: how adaptive instability can help brands during recession

Anticipating and mitigating the dramatic impact of organisational inertia on transformational brand programs can help companies better cope with a constantly shifting economic environment. Just ask the US car makers. It’s a key finding from a recent study by Harvard Business School’s Mary Tripsas on the interplay ...

The death of print: the final days of the phone book

When did you last use the print edition of a phone directory? In Australia the first directory was on a single sheet and listed just 44 numbers, now more than 100 years later it’s still in print but looks likely to go the way of the rotary dial phone. Here’s a couple of recent and related events that suggest directory ...

Beyond Seiko - defining emotional technology

There isn't a definition for emotional technology, despite it being used as a brand name and scant references in postmodern discourse. Yet in 2007 Japanese watchmaker Seiko began referring to its watches as using emotional technology. Since then press releases and advertising clips have described how: ‘Seiko’s ...

Can we be primed for brand choice?

Marketingmag.com.au welcomes international brand strategist, Stephen Byrne to the stable of guru bloggers on the site. Stephen will be posting weekly with a focus on brand strategy, brand agencies and cross media brand work. See Stephen's author profile for more information. This week's post looks at brand behaviour. What ...

more about our blogger

Stephen Byrne

Stephen is an international brand strategist, writer and commentator. He is founder and director of strategic brand consultancy DIFFUSION, and has taught, published and presented extensively in the UK and Australia on brand and digital strategy, marketing and communication. You can contact him by email, through his blog, on Twitter or by LinkedIn.

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