John Malmo

Commentator

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COMMENTARY
7:36 am
Wed July 31, 2013

Aimlessness Is The Enemy Of Success

John Malmo
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SAP is a multinational software corporation with annual revenue of over $15 billion. What kind of special person and background does it take to be CEO of such a giant, sophisticated company?

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COMMENTARY
7:36 am
Wed July 24, 2013

The Thin Line Between Ethical And Unethical

Ethical or Unethical?
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There’s always been a thin line between the definition of a shrewd business policy and an unethical policy.

It’s shrewd business from his perspective if a car salesman doesn’t disclose a problem with the car that he knows exists. Billions of dollars in derivatives were sold: it was a shrewd financial product. Was it unethical that most derivative sellers didn’t explain what customers really were buying? In many cases the sellers didn’t know themselves what they were selling.

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COMMENTARY
7:36 am
Wed July 17, 2013

Training Breeds Importance

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I'm not sure everyone wants to be loved. But I'm certain everyone wants to feel important. To feel needed.

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COMMENTARY
7:36 am
Wed July 10, 2013

CNN: A Classic Case In Marketing

Changing the Programming
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Whenever I hear of a real case of marketing, it inspires me. I want to tell everyone who thinks marketing is just a synonym for advertising and promotion.

Television network CNN ranked 23rd last year in advertising revenue among basic cable networks. Spending $379 million dollars placed it behind networks such as Syfy and Bravo. It turns out that most people tune into CNN only in the case of big news events.

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COMMENTARY
7:37 am
Wed June 26, 2013

Share Of Voice Equals Share Of Market

The more advertising, the more a category's a commodity.
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You wonder why every car dealer TV ad is followed by an ambulance-chasing lawyer ad … is followed by a car dealer ad … is followed by an ambulance-chasing lawyer ad … is followed by . . . you get the point.

Business categories become commodities when consumers no longer identify a meaningful difference between brands. When that happens, the only difference a brand can create is in advertising. Better advertising than others, or, as in most cases, more advertising.

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