His brand didn't tank because he smashed his car on a residential street he'd driven hundreds of times before or even because there was something fishy about the whole incident; it changed because he stonewalled.READ»
Great retailers know they must be in the rhythm of societal trends. We know how contemporary Apple stores, Abercrombie, Sephora's, and Coach stores feel. But I want to talk about plain old grocery shopping.
Like a CSI episode, where ...READ»
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»
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»
