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.
