John Malmo

Commentator

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Commentary
7:36 am
Wed April 3, 2013

Water And Music Top The Sales Charts

H20 Tunes
Justin Willingham WKNO-FM

When I think about all the inventions and discoveries in my lifetime, it’s mind-boggling. Plastic. Television. Computers. Cell Phones. Jet airplanes. Color photography. 

And that doesn’t scratch the surface.

But I believe the most extraordinary marketing successes have been achieved for two products that are centuries old: drinking water and music.

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Commentary
7:36 am
Wed March 27, 2013

American Airlines Looks The Part

American Airlines' Redesign
Credit Justin14 / Creative Commons Attribution-Share Alike

Despite all its problems in recent years, including bankruptcy, American Airlines has retained a certain aura. Consider every other airline brand in the world and tell me you could pick one better than American Airlines.

Then look at the graphics on airplanes of all the world’s airlines. Find one cleaner, more professional-looking than American. That silver airplane with classic Helvetica type. 

When I began flying for business in the ‘Sixties American was dominant. No competitor in the U.S. compared with American service.

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Commentary
7:36 am
Wed March 20, 2013

Without Trust, Brands Lose Equity

Credit Riccardo Arata / fotolia.com

We spend our lives in a branded environment. We buy branded products and services. We work for companies that are trying to build their brands. Some of us work in a brand-building role.

At the very least, we spend our money with a keen awareness of brands.

Why? What is it about a brand that influences us so? What makes a brand worth billions? What makes one bar of soap worth twice as much as another?

The brand.

What is a brand, anyway? One word: trust. The definition of a brand is trust.

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Commentary
7:38 am
Wed March 13, 2013

The Name's The Game On The Internet

Marketing Consultant John Malmo

The effects of the Internet continue to astound me. As simple an asset as a killer web site name – and knowing what to do with it - can turn a nothing business into eight-figures in no time.

Serial entrepreneur Jesse Stein bought the name SportsMemorabilia-dot-com in 2006 for twelve-thousand-five-hundred dollars. At the time, the site was doing business of a few hundred dollars a month.

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Commentary
7:34 am
Wed February 27, 2013

First: Identify Your Personal Assets

Marketing Consultant John Malmo
Credit archer>malmo

True marketing is a process of maximizing a company’s assets. It begins with identifying the company’s assets, and that’s not always as obvious as you might think.

The genius chief marketing officer at Delta Airlines was the first to identify Delta’s customers as an asset two years ago. The result included new sales opportunities that have accounted for over $1.5 billion in new revenue.

You can go through a similar marketing process in your own behalf, and you begin the very same way.

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