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Kirill Falkow
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What is authenticity?


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A very nice article on why enagement or participative marketing is flawed.
"Why Your Brand Doesn't Need Anyone To #Participate in Anything"

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Random observations on Content Marketing:
Well, i actually used to be responsible for the "content" of communications - someone else did the media strategy - but since Content has gotten so important I find myself responsible for Media and touchpoints. That is strange isn't it? Or is there a deeper...

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A very infotaining podcast on topics around some internet companies' strategies.
I usually not into all those business model and company strategy issues when it comes to the Internet. I am a simple brand communications guy. But this podcast rocks. Just in case you don't know it yet - pls. check it out: https://itunes.apple.com/de/podcas...

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Why a competitive analysis is the worst way to approach things in strategy.
Hi there, it's been a long time... & it's harder than I would have thought. Today I'd like to discuss something that is done way too often by communication strategists in ad agencies. I'm talking about competitive communication analyses.  I mean those decks...

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Paul Feldwick’s Analysis of the Universal Narratives Gouverning the Ad Industry


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"The two minds — the experience designer and the planner — are so important because as I look for pain points and things that will add value over time, the planners look for dissonance and interesting elements that will stand out. By combining these two mind-sets, we're looking for patterns and dissonance together. It gets really juicy and really interesting."
- Chloe Gottlieb, SVP Executive Creative Director R/GA -

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