Jim Gonedes

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Jim Gonedes, 48, became VP-strategic marketing at Philips Lighting Co. in 1997 after a career that included stints in marketing at Golden Books Publishing and Scott Paper Co. Under his leadership, Philips became the Official Light Bulb of the Times Square New Year's Eve Ball to promote the new Philips Halogena 2000 bulb, to be sold exclusively through Home Depot starting next month.

Fact: Philips has always been No. 2 to market leader GE in the $3 billion light bulb category, and most retailers insist on carrying only one brand.

Attack plan: Retailers like Walgreen Co. can be convinced to carry more than one brand. Consumers love product comparisons; retailers' overall bulb sales will rise.

Myth: Light bulbs are an unexciting commodity. No one thinks about them until they burn out. But you can make people care about light bulbs by giving them a personality.

Tip: Most marketers fail to exploit the power of on-package marketing. In an impulse-driven world, packaging is as powerful as advertising.

Observation: Despite all the talk about integration, most marketers fail to coordinate their advertising with their publicity efforts. Too many creative ideas at once undermines the brand idea; identify one and carry it through all communications efforts.

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