SPDR ETFs: branding with stock symbols can’t be good in the long run

Way back before ETFs were cool, State Street launched the definitive S&P 500 Index-based ETF, which they named the SPDR S&P 500, from Standard & Poor’s Depositary Receipts. Unless you’re a trader (even if?), you probably didn’t know where the SPDR acronym came from. More importantly, if you are a trader, you have no trouble […]

Three myths of engagement

It seems to me that the corporate use of social media – with some fantastic viral exceptions – has set itself up for a disappointing implosion. What began as a low-cost, low-effort, humanized way to extend your reach… has become something most organizations blindly throw money at, swamped in ignorance, defeating its own potential. And […]