September 07, 2010
In spite of the success of long-form slogans, the marketing industry seems fixated on the idea that when it comes to slogans, the shorter the better.
August 03, 2010
A nickname is a good thing. People who use a brand's nickname feel closer to the product than those who don't. As a matter of fact, nicknames are one of the most under-utilized aspects of marketing. If at all possible, every company and every brand should have a formal name as well as a nickname. Two names are better than one.
July 02, 2010
What's Comcast doing playing in this game? That's a classic marketing mistake. Comcast is trying to fight a branding war with its heavily-hyped Xfinity brand when it should have been fighting a category war.
June 07, 2010
High-fructose corn syrup is getting a bad name. But the broader lesson is the importance of the category name itself. Too many marketing people take the category name as a "given." All of their efforts are spent on promoting the brand, not the category name. Yet over time, the category name can be an extremely important element in the success of a brand.
May 03, 2010
Once a brand has a strong position in consumers' minds, it is almost impervious to flak. There are a host of examples that demonstrate the power of a strong brand to withstand negative publicity.
April 01, 2010
Dell, IBM and Xerox are just a few of the many well-known brands with no places in the mind to put them.
March 03, 2010
The Toyota Production System is world famous for its focus on "continuous improvements." With all those improvements continuously taking place, why has Toyota suddenly found itself in deep trouble? You might have your own theory, but here is mine: "Modelitus."
February 08, 2010
Without a visual hammer, an advertising campaign is almost certain to fail.
January 05, 2010
What's the No. 1 principle of marketing, at least as far as we're concerned? It's the principle of focus. You narrow the focus in order to own a word in the mind of the consumer. Without a focus, it's very difficult to build a strong brand. And without a strong brand, any company's future is in doubt.
December 07, 2009
Names are important. Too many marketing campaigns start off with high hopes and an impossible name.
November 09, 2009
Will the skillful use of TGIF -- Twitter, Google, the internet and Facebook -- make you a good marketing manager? I think not. TGIF is only half the story.
October 12, 2009
A recent trend in marketing is the downgrading of established brands by upgraded line extensions. Though years of hyperbole have wiped out the meaning of many of the words used in brand names and advertising, there are a number of examples of line extensions that could seriously damage the core brands.
September 07, 2009
Marketing is like steering a ship. If you don't wait long enough for a marketing effect to run its course, you can draw exactly the wrong conclusion.
July 27, 2009
General Motors' new advertising and marketing czar is Bob Lutz, who until April of this year headed global product development. According to CEO Fritz Henderson: "Bob's responsibilities beyond creative design will include brands, marketing, advertising and communications." Has respect for marketing fallen so low that the most difficult job in the profession (getting GM out of the ditch) can be given to someone with so little experience in marketing?
July 06, 2009
"Nobody's Perfect" is the title of Doris Willens' new book on Bill Bernbach and the golden age of advertising. And just to make sure you get the point of the title, the book explores every imperfection she could find in the career of perhaps the most famous person in the history of advertising. Fair enough. Nobody's perfect. But I think she failed to stress the essence of Bernbach's genius which, in my opinion, was his incredible ability to recognize a good idea.
June 08, 2009
Why do otherwise intelligent people borrow concepts from failing industries and think they will succeed in a different setting?
May 04, 2009
March Madness lasts only three weeks, but Metric Madness goes on all year long. What is Metric Madness? It's the notion you can run anything by the numbers, and it's become the hottest concept in business today. The marketing community eats this stuff up. Nobody generates more data than they do. Hallelujah!
April 06, 2009
Marketing is a long-term proposition. A company can get in trouble if it changes its marketing strategy to cope with a short-term problem.
March 02, 2009
"Love" has become a key ingredient in many marketing programs, and as a matter of fact, falling in love is a good analogy for the branding process.
February 03, 2009
To sell a marketing concept to management, marketing people should keep this principle in mind: Left-brain management will never understand right-brain marketing.