02 Cover Story.................Act Like a Media Company
06 Feature........................................................Winds of Change
10 Tactics........................................Strategies You Can Use
12 On the Record with..................................Elle Harrison
December 2021 milkshake 1
usiness leaders everywhere are concerned about establishing
the proper culture. The reality, however, is that too many
organizations believe they can change culture from inside the
organization when culture actually emanates from the client.
Consider the idea that when we think only of ourselves and
fulfilling our immediate needs, we betray ambition. When we hitch our
wagon to something larger than ourselves, we start to realize our true
Culture begins and ends with the communities we serve. Putting
service at the core of your company is not a new idea. What is new is
our understanding of service versus traditional business models. Service
means addressing the needs of our customers and when we do this well,
everything else falls into place. The traditional approach to service—
where we are trying hard to get what we want—creates disconnection.
There is a clear giver and a clear receiver. One gets to feel good about
giving something and the other is expected to feel grateful for this act of
A much wider view of service is emerging amidst new business
practices. Great marketers are looking beyond their own internal needs
and toward a deeper purpose of making a difference. Whatever you call
this level of service, we believe it is the cornerstone to the kind of culture
that is sustainable and enriching. In turn, it extends out into broader
circles that include all those who come in contact with our products or
services directly or indirectly.
We are committed to a culture of service that centers around those
involved with marketing and want to get a better understanding of it.
Diving into the intricacies of marketing and sharing stories that resonate
with you will allow us to seek a better understanding of your needs overall.
We believe that great engagement comes from the creation of
great content—the combination of connecting with leading experts in
marketing and uncovering the stories that matter most to you. In this
issue, we delve into a couple of the most pressing issues of the day. Our
cover article, “Act Like a Media Company,” discusses the effects of the
merging of publishing and marketing and what companies will need to do
to succeed. Our second feature is a compilation of advice from marketing
elites on how to manage brands in 2022.
All in all, we hope you continue to enjoy the content and are able to
incorporate some of the ideas into your world.
Your 5-step plan to
acting like a media
GREAT MARKETERS ARE
LOOKING BEYOND THEIR
OWN INTERNAL NEEDS AND
TOWARD A DEEPER PURPOSE
OF MAKING A DIFFERENCE.
THE WIDE VIEW
Direct mail remains
popular with younger
Editorial & Creative Direction
Conduit, Inc.: www.conduit-inc.com
Michael J. Pallerino
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