Commentary

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.

Taking Care Of Business

Dec 26, 2012
Christos Georghiou / fotolia.com

An expression I don't hear much any more is, “don't sweat the small stuff,” but I absolutely see demonstrations of it everyday. It means don't worry about the details and concentrate on the “big picture.”

Yet, little matters more than the details, because it is the details that determine the quality of the execution, and most great strategies or plans fail, not because they were bad, but because they were executed poorly. Billions in a retail chain with check-out clerks who don't even look at the customer.

xtremest / fotolia.com

In team sports the coach determines the strategy. The smart ones draft a strategy they believe their players can execute. The only job for the players is to execute the strategy to their greatest ability. Business is exactly the same. 

An article last year in Fortune Magazine was an interview with the worldwide HR czar for IBM. The interviewer asked him what it takes to lead at IBM.

Randy MacDonald said, “There’s a maniacal focus on execution. If you say at IBM you’re going to deliver, you’re held accountable.”

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. 

I guess I can say now that I’ve seen it all. It was a big social step when New York City started giving away millions of condoms every year. But a recent story in the New York Times took things up another notch. 

Vladislav Kochelaevs / fotolia.com

If you need one more sliver of evidence of the value of brand equity, consider Firestone. 

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. 

Stuart Miles / fotolia.com

In the last fifty years only the postal business has changed as fundamentally as has journalism. 

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

masterzphotofo / fotolia.com

Harvard Business Review reports that thinking outside the box has become ubiquitous in business. 

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