Marketing

Commentary
11:06 am
Wed November 21, 2012

Execute, Execute...Execute!

Execute your business plays properly and vigorously.
Credit 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.”

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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
5:52 pm
Wed October 17, 2012

Cultural Change Changes Markets

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. 

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Commentary
7:40 am
Wed October 10, 2012

Firestone: the Phoenix

Vladislav Kochelaevs fotolia.com

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

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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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