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Plenty. Yet most political consultants think differently. Most think the best way to win an election is to bad-mouth your opponent. The advertising industry...
We live in a world of words. Our memos are written in words; our emails are written in words; our marketing plans are written...
What wins in marketing today? The conventional wisdom is “customer centricity.” As one pundit put it, Connect with customers based on their behavior or...
Edmund Burke’s famous epigram (with a slight revision) illustrates the importance of good marketing in the current primary battles. How can an outsider with...
Many marketing managers overlook a simple principle: In the long run, every category coalesces around two major brands. Cola: Coca-Cola and Pepsi-Cola. Toothpaste: Crest...
Silly questions. It’s obvious that strategy (the big picture) should dictate tactics (the small details.) Big companies, in particular, believe in strategy first, tactics...
What brand name to use, Most marketing mistakes can be corrected. Not with brand names. Once you’re committed to a brand name, that’s usually...
Decades ago, I was kicked out of a Young Presidents’ Organization seminar for claiming that line extensions were destroying the McDonald’s brand. It’s too...
Music: The magic ingredient to make your television commercials more effective. Did you watch the last episode of Mad Men, especially the ending? As...
Headline in a recent issue of The Atlanta Journal-Constitution: Retailers to roll out low-price stores. As the newspaper pointed out, the Gap retail chain...
The signs are not good. What reason does Apple have for not disclosing watch sales on its latest financial returns? I can think of...
Donald Trump kicked off his Presidential campaign by attacking Mexican immigrants. And the whole country was in an uproar. NBC fired him. Macy’s fired...