On Managing Brand Leaders

By John Malmo

01-28-2009: On Managing Brand Leaders -- by John Malmo.

Memphis, TN – While some categories of goods shrink when brand leaders stop advertising, others are cash cows that may go many years with virtually no advertising while owners bleed them for profit. Then, every ten years or so, their makers kick in a year or two of measurable advertising to restore some momentum to the brands. A key objective of this brief return to advertising is to gain trial and new customers.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com.