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Pepsi-Cola recently announced that late this summer it would launch a mid-calorie cola called “Pepsi Edge.” Not a good idea. With 70 calories per...
In the last 20 years, Procter & Gamble, the world’s most magnificent marketing machine, has launched many magnificent brands. They include: Vicks, Oil of...
The hottest topic in marketing today is “integrated marketing.” Some professionals are calling for advertising, PR, direct mail, sales promotion and other functions to...
Last January, a major food company launched a $40 million advertising campaign with the theme, “It’s what your family deserves.” Forty million dollars later,...
December 2003 Every company wants to increase sales. So the logical approach is to “broaden the line.” If we appeal to a larger segment...
November 2003 You know the kid’s game. Rock (fist) breaks scissors. Scissors (two fingers) cuts paper. Paper (flat hand) covers rock. So what’s the...
October 2003 On recent trips to Europe and Asia, I was struck by how rapidly global brands are taking over local markets. In many...
September 2003 What’s the difference between 49 percent and 51 percent? For most people the difference is 2 percent. But if you’re a politician,...
August 2003 Whenever a fashion or technological change occurs, an existing brand, no matter how dominant, faces a choice. Should the brand be “stretched”...
July 2003 Well the numbers are in and they’re exactly what you might have expected. In spite of all the media attention to its...
June 2003 Not a likely scenario. What the average person is much more apt to say is: “Call the cops. We’re being robbed.” Unfortunately,...
May 2003 Building a brand and building a profitable brand are two different things. Take Sony, for example. If you did a survey, you...