Marketing

Commentary
7:36 am
Wed May 15, 2013

There's More To The Game Than The Name

Credit http://sofakingjuicyburger.com/

It’s gotten quite popular in the last few years to select dirty names for start-up businesses. There’s Dirty Dick’s Crab House, Fat Bastard Burrito, but none tops the new burger joint in Chattanooga.

Its name is Sofa - King - Juicy - Burger. If you say the name real fast, it only takes a couple times to figure out the intent of the owner. Despite, that is, the fact that he says there’s a large sofa in the joint.

Read more
Commentary
7:43 am
Wed April 24, 2013

If You Can't Finish, Don't Start

Little boys growing up in the ‘Thirties were taught not to start something that they couldn’t finish. Initially, that meant don’t punch somebody bigger than you in the nose.

It’s a wonderful warning to keep in your head throughout your career. Because a starter who can’t finish loses credibility. Socially. Athletically. In government and business.

Great ideas that don’t materialize have little value. From track to golf, and in every business career, it’s not how you start. It’s how you finish. 

Read more
Commentary
7:30 am
Wed April 17, 2013

Make Icons Likable, Not Weird.

The Burger King
Evan Agostini Getty Images Entertainment

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.

Read more
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.

Read more
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.

Read more

Pages