Author: Brian Heffron

  • Assumptions Can Kill a Brand

    As a technology company prepared to launch its sleek new remote control in China, the CEO was asked a simple question. Why China? He reasoned that the Chinese love high tech stuff, many have the means to buy it and they love to show off the latest technology to family and friends. All…

  • Good Things Happen When Brands Unite

    I recently found myself dreaming about bringing two brands together. My wife was tapping away on her iPad as I was driving along unfamiliar roads during a family vacation. She had access to information that I wanted on the dash. Reading espn.com, watching “Modern Family” episodes or going through email…

  • Feeding the Digital Machine

    I hated the Sunday paper. As a 10 year-old paperboy pushing a shopping cart filled with the Boston Sunday Globe uphill I dreamed about the day they stopped publishing. Now I want it – and others like it – to stay vibrant. Because social media users and bloggers depend on it….