A little more than two years ago, just when online research had become a major source of data for marketers looking to keep their fingers on the pulse of consumers, Procter & Gamble’s marketing research leadership dropped a bomb.READ»
I applaud GM's move to start selling cars on eBay, but it doesn't go far enough; let's reinvent new car dealerships from scratch, turning them into experience and servicing centers. Move ALL new car transactions to the Web ...READ»
Marketers focus on their brands and customers as the family jewels--and they are. But there is another kind of marketing asset that I call "runways" and if you don't have them, you will miss huge opportunities. In this ADD world of ...READ»
The old branding model is past its "sell by" date. It is a product-centered model that comes from packaged goods in the '70s and '80s; offer differentiated benefits that a particular consumer segment is thought to care about. "My ...READ»
A reality check from Tina Turner for brand managers: most customer/brand relationships are marriages of convenience not finding a soul-mate. There are plenty of annulments, divorces, and lots of sleeping around.
Keep a brand ...READ»
Traditionally, new product development has been a linear process. The "new product" team creates many alternative versions of the core idea, winnows them down in various stages of testing and re-development until a winner ...READ»
Let's start with what we know about media habits, structural changes in advertising practices, and advertising effectiveness.
Credit: Paul Carlon
Media habits
People are NOT watching less TV. Over 95% of video watching ...READ»
