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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...
No matter how much the world of media changes, our yearly love affair with Super Bowl advertising continues. For 354 days of the year,...
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...
When Tom Bodett was recording a radio commercial for Motel 6, he found the script was a few seconds short. So to finish the...
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...
Every cancer center has a mission, vision and core values. If you looked them all up, they are all pretty similar. It is tough...
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...