Strategies for communicating with consumers in a fragmented world
This weekend I met a fellow marketer who worked for a very old school company that shall remain nameless. She used to do “digital” marketing for them, but they decided to turn that over to their agency and have her refocus elsewhere. She went on to describe brand managers that didn’t understand the difference between [...]
Johnson and Johnson pulled a recent print campaign for Motrin after significant online buzz revealed an underlying feeling of offense. The campaign was intended to show they understood the pain that mom’s feel over raising their children with Motrin as the obvious answer. The execution, however, showed anything but understanding.
By implying that babies are a [...]
Domain name sales have been with us for quite some time. Since there can be only one yourname.com, the value of attractive domains can often go to the highest bidder. However opinions vary as to the best strategy.
google and ebay are made up words that had little to do with their respective category until they [...]
The budget that big brands can spend on marketing and advertising can be startling. Take AT&T. Their 2007 us ad spend was estimated by ad age to be $3.2B. Given there are about 300M people in the usa, that makes $10 for every man woman and child in the country. It’s a startling number, but [...]