Topic: Marketing

Trying to change the world? Are you looking for a marketing strategy to spread your ideas? Ever noticed how certain brands like Apple, Harley Davidson, or Coca-Cola are instantly recognizable by anyone you meet? No matter what your goals, Douglas Holt believes there is a systematic model to learn from the marketing success of these companies and that social entrepreneurs can leverage cultural branding within their organizations.

John Ingram, Chairman of Ingram Book Group, discusses the challenges facing the publishing industry today. How do publishers decide how to divide investments between the physical printing of materials and digital publishing? What questions must be asked in order to effectively allocate resources toward these two goals? Is there a way to incorporate both goals into a cost efficient strategy?

Moira speaks with Darrel Rhea, the CEO of Cheskin Added Value. He tells us that even in an economic meltdown, we need to study the marketplace. They also discuss the importance of user-centered design and the current state of innovation.

Dr. Moira Gunn speaks with Maria Giudice, CEO and founder of Hot Studio, about the democratization of the internet, and the principles of human centered design.

Eric Lindstrom, cofounder of VideoJuicer, believes that story telling in the television industry is going to change because of the Internet. He talks about what a hub site and an aggregator site is, and which one you'd need at which stage in building your brand. He also talks about the impact of time-shifting in daytime programming, and how the television industry perceives the Internet as a solution to their problem known as the DVR (digital video recording).

Effective search engine optimization and search engine marketing is now crucial to the success of a modern business. Authors Mike Moran and Bill Hunt discuss their book Search Engine Marketing, Inc., giving the fundamentals of search engines as well as guidance on how organizations can better reach people through search engines.

There is a growing consciousness of environmental responsibility in the fashion industry. This new trend, known as "green design", has inspired some top designers to rebrand their products for the environment savvy consumer, and reform their processes to foster a sustainable environment. Panelists Marci Zaroff, Helen Job, Scott Hahn and Julie Gilhart discuss some of the challenges faced, and the new initiatives introduced by the fashion industry in measuring up to this trend.

Dr. Moira Gunn speaks with Pete Blackshaw, author of "Satisfied Customers Tell Three Friends," about consumer megaphones -- the folks who get extremely displeased and upset with products or services.

If you're a software developer, you probably already know who Steve Yegge is. Developers all over the world spend a lot of their time reading or commenting on his blog when they're not writing code. A senior software engineer at Google, an ex-Amazon employee, one of the most widely read bloggers, an excellent hacker, and an outrageously funny chap, Steve talks about why branding is so important.

Dr. Moira Gunn speaks with author Steve Cone about his new book "Power Lines," in which he writes about words that sell, grip fans and sometimes change history.