Campaigns

Who Gets "It"? Marketers That Develop Brand "Programs", Not "Campaigns"

Alder Crocker — Mon, 18 Aug 2008 19:57:13 -0400

Marketing schizophrenia can be defined in many ways, but one of the most compelling barometers I've found is an advertiser's consistent creation of short term "campaigns". (And of course, use of the term brand campaign.)

Who Gets "It"? Apple Does.

Alder Crocker — Fri, 06 Jun 2008 14:41:41 -0400

We all know Apple gets "it." iMac. iTunes. iPod. iPhone. All-in-one monitors. The list goes on. But what is "it" and why do they so consistently get "it"? Vision? Innovation? Is it all wrapped up in Steve Jobs?

No.

What they have, which so many companies strive for, is a total understanding of what their true value proposition is, and how to apply it in any market they deem viable.

Three Examples of Dirty Marketing Campaigns

Dan Heath and Chip Heath — Fri, 09 May 2008 17:07:14 -0400

1. Broadband Inadequacy

A lot of guys don't even know they have connectile dysfunction, but you can tell when someone has been cured because they've got a little extra broadband in their browser. Right, Sprint? Wink, wink. Of course, if your throughput persists for more than four hours, see your IT guy.