Marketing Endings and Beginnings

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(or where we’ve been and where we’re going)

Welcome to the very last day of 2010 — and what a year, decade it has been! Think back 10 years and try to remember what our world was like in 2000. We had happily “survived” Y2K intact. But that’s not to say our world was peaceful….

  • The Presidents of North and South Korea signed a Peace accord
  • Los Alamos scientist Wen Ho Lee, accused of stealing sensitive nuclear weapons data, freed after serving nine months in prison
  • The Concorde crashed near Paris, killing 113
  • U.S. sailors on Navy destroyer Cole die in Yemen terrorist explosion
  • Mad cow disease started raising alarms in Europe
  • U.S. presidential election closest in decades; Bush’s slim lead in Florida leads to automatic recount in that state. Republicans file federal suit to block manual recount of Florida presidential election ballots sought by DemocratsRead more: 2000 World History —

And as we all know, our world would forever and irrevocably change on 9/11/2001. What a tremendous decade it has been, not only in the world at large, but also for Marketing and Branding.

Ten years ago, Facebook, Twitter, and Foursquare did not exist. In fact, most of us didn’t have Wi-Fi hooked up at home – or even at work (the first commercially available Wi-Fi device went on the market in 1999). We certainly weren’t concerned with Web 2.0, mobile marketing, or being interactive online. And when we marketed our companies – we expected to have a one way conversation with our customers and potential customers.

In the last 10 years, the world has changed in almost every conceivable way for marketers. Today, many companies are reputation building online, advertising online, and being social online. And if you’re not – it’s time to acknowledge that the world has changed and it’s time to move gracefully into a new decade.


As this year – and decade – come to a close, let’s acknowledge the endings of the way it used to be and be grateful that we have survived to see the world change again. And as the New Year begins let’s move forward fearlessly into the new world, one where Wi-Fi exists on every corner and in every home. Smart phones do more than most computers could 10 years ago, where Facebook and Twitter aren’t going away anytime soon, and where mobile marketing is a requirement – not an option.

I wish you the very happiest of New Years and am looking forward to what changes the next 10 years will bring to the world of marketing — are you up for it?

Happy New Year!

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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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