Tagged: John Malmo

There are few devices better than an icon, or mascot, to help build personality and awareness for a brand.   And creating a successful icon is not a terribly difficult process.   But Burger King managed to screw it up.

As for personal tastes, I have always thought a Burger King hamburger was the best-tasting among fast-foot burgers. But the weird-looking, and weirder-acting, speechless, and spooky king that’s driven Burger King advertising for years is a dud.

Thankfully, new Burger King owners think so, too, because he’s being dethroned.

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.

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.