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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...
April 2003 One of the typical questions marketing people ask themselves is, What’s the lifetime value of a customer? Presumably a company benefits by...
March 2003 A recent 5-page foldout magazine advertisement opened up with the following 39 attributes spread out over two pages: Renegade, fearless, unexpected, bold,...
February 2003 Coca-Cola’s launch of its new “real” campaign represents a watershed moment in advertising history. The owner of the world’s most valuable brand...
January 2003 “We have to grow the business” is usually the first public statement of a new CEO. Growth solve s all problems, goes...