Advertising

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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Commentary
8:05 am
Wed January 2, 2013

How To Be Young At Age 135

Quaker Oats

As adults, we realize how different our world is today from that of our parents. And theirs from their parents. And there’s nothing like generational differences to kill off brands that don’t stay relevant with each new generation.

A critical aspect of marketing is making sure that a brand stays relevant to each new generation.

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Commentary
9:08 am
Wed October 24, 2012

It's Almost Never Funny

Auremar fotolia.com

Almost nothing is a bigger gamble in advertising than humor. What you think is funny, your husband or wife doesn’t. Or thinks is corny. Or just doesn’t get it. 

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Commentary
7:50 am
Wed October 3, 2012

Avis Quits Trying

My Space?
goodluz fotolia.com

The "Avis: We-Try-Harder" campaign has identified the brand for fifty years in a category with no other indelible advertising identity. 

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Commentary
7:50 am
Wed September 5, 2012

Ivory Gets Another Little Slap

My generation grew up with a steady advertising diet of “Ivory Soap. Ninety-nine-and-one-hundredths-percent pure. And it floats.” 

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