Wolfe Tracking is Cohn & Wolfe’s all-agency blog where PR professionals across nine industry practices explain how to build, create and defend brands in the new communications landscape.

Francesco Paciocco's picture
Francesco Paciocco
Monday, July 26, 2010 - 19:01
If a picture is worth a thousand words, then perhaps a video is worth a thousand times more. There’s no doubt that online video has become an essential tool for marketers. From website intros to product tutorials, and from live streaming events to episodic entertainment, brands have made video a central part of their digital marketing strategy.
Jeremy Baka's picture
Jeremy Baka
Friday, July 23, 2010 - 12:16
As part of Bang & Olufsen’s renewed effort to highlight the brand’s quality, innovation and design characteristics, the company turned its annual report into an operatic extravaganza. 
Creative
Jeremy Baka's picture
Jeremy Baka
Tuesday, July 13, 2010 - 16:03
Seth Godin is the author of 11 books, including such hits as “Purple Cow” and “The Dip.” In a recent publishing challenge, Godin asked 70 innovative thinkers to come up with a 10- to 200-word essay or picture about “a big idea that matters now.” Godin turned the submissions into a free downloadable e-book packed with quick thoughts, fresh ideas and intriguing perspectives.
Brain Blink, Creative
Jeremy Baka's picture
Jeremy Baka
Friday, July 2, 2010 - 12:10
A study at the Wharton School, considered one of the world's preeminent business schools, reveals that group brainstorms may not be the best way to come up with ideas. Instead, researchers say, a hybrid brainstorm where people are first given time to think on their own before sharing ideas with a group resulted in more, and better, ideas.
Eric Litchfield's picture
Eric Litchfield
Wednesday, June 30, 2010 - 11:12
Much of the conversation in the communications industry around BP and the disaster in the Gulf has been fixed on the PR missteps the company, and its CEO, has made to make a tragic situation even worse. And while the list is long, and the response one that will be studied for decades to come, I’m sure everyone in the business would much prefer discussing a solution to the crisis. So with that in mind, I bring to you entrepreneurial mycologist, Paul Stamets.
Energy, Sustainability
Tony Obregon's picture
Tony Obregon
Friday, June 18, 2010 - 18:48
It’s amazing how one’s perspective can change in just a few days. For me, it happened last week at the Sustainable Brands 2010 conference. The four-day conference attracted more than 700 business leaders, innovators, and mavericks committed to learning, developing, refining and implementing sustainable strategies in one way or another. Hearing about the many ways people are approaching sustainability expanded my view and validated its value as a business objective for companies.
Eric Litchfield's picture
Eric Litchfield
Friday, June 11, 2010 - 11:24
At the end of a networking event last night at the Sustainable Brands conference, Annie Longsworth, Head of Cohn & Wolfe’s Sustainability Practice, held up a Flip camera and with a wry smile asked: “What’s funny about sustainability?” I wasn’t sure if it was the pressure of being filmed or if there just isn’t anything funny about it, but for a few uncomfortable seconds, I was stumped.
Sustainability
Chad Latz's picture
Chad Latz
Thursday, June 3, 2010 - 16:51
Last month I had the pleasure of moderating a panel called “Something Regulated” hosted by Digital Somethings, Business Development Institute, and Pfizer. The panel consisted of a dynamic group of communicators responsible for driving social media in their organizations.
Digital
Chad Latz's picture
Chad Latz
Monday, May 10, 2010 - 13:18
Whether on the agency or client side we all endeavor to honor best practices in social media… to offer something of value to our online stakeholders that encourages sharing, doesn't intrude on the community, and ultimately, helps build our [client’s] brands.
social media, Digital
Chad Latz's picture
Chad Latz
Tuesday, May 4, 2010 - 07:54
It’s easy to forget that the term “social” is as much intended to describe behavior as it is a reference to the media or platform. In the May issue of PRWeek, I had the pleasure of sharing my perspective on the best way to incorporate offline experiences into a social media strategy to encourage engagement. As I was thinking it over, perhaps the real question was “How can social media create engagement in a way that produces offline behavior?”
Digital