John Malmo

Commentator

Pages

Commentary
1:19 pm
Thu November 17, 2011

Duct Tape Needs No Advertising

When was the last time you saw an ad for duct tape?
Marty Haas fotolia.com

If you Google duct tape, you’ll discover that there are eleven million, seven-hundred-thousand results.  For duct tape.  An industrial product.

Duct Tape was made first by Johnson and Johnson in nineteen-forty-two.  First use was to tape ammunition boxes during World War II because it was moisture-proof.   GIs also used it to repair guns, Jeeps, airplanes, almost everything.

Read more
Commentary
6:00 am
Wed November 9, 2011

Advertising Works, Especially on Image

Rolls-Royce will try to attract younger, affluent drivers while retaining their strong appeal to well-heeled, older buyers.
EventImages21 fotolia.com

Rolls-Royce has hired its first advertising agency in America.  The task for the agency is to create a new, younger image for the car that is a cliché for wealthy, old men with chauffeurs.  

The company believes its appeal to well-heeled, older buyers remains strong, but Rolls-Royce wants to capture younger, affluent drivers as well.  Word is that the agency is likely to utilize a lot of live, promotional events, as opposed to traditional media advertising.

Read more
Commentary
7:32 am
Wed November 2, 2011

Decisiveness is Critical when Times are Tough

Khlda Rhmn fotolia.com

It’s too simple to say some business executives perform better than others.  Way too many factors determine a company’s success or failure than just the actions of the CEO.  Especially companies that have been around for a long time.

Read more
Commentary
8:39 am
Wed October 26, 2011

WKNO: Among the Great Brand Names

One of the older WKNO logos.
WKNO

I talk a lot about brand names. Because a great brand name makes everything easier. 

We have great brand names in Memphis.  FedEx, although the company originally didn’t want people saying FedEx, is a great brand. Federal gave the brand credibility in its earliest days.  Auto Zone, though not the original name, is a strong brand. Better, I think, than the original, Auto Shack.  LifeBlood’s a classic. 

A great brand name you’ve probably never given a thought about is WKNO. Think about it.  Public broadcasting in America has been a fact since the early Twentieth Century.

Read more
Commentary
8:16 am
Wed October 19, 2011

When Companies Grow Up

A FedEx Airbus A310-200 taxis for takeoff.
Adrian Pingstone WikiMedia Commons

Almost all companies start out doing one thing.  Terminix sold termite control.  Added pest control; now blows insulation.

Remember when Kraft meant cheese?  Now Kraft means everything from salad dressing to cigarettes.

FedEx, too, used to mean just one service: absolutely, positively overnight delivery service.  Now add trucking, office supplies, printing and I’m sure there’s more I don’t know about.

So now comes a new FedEx advertising campaign designed to "tell all the cool things we do to help people solve problems."

Read more

Pages