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Five Don'ts for Marketing in Tough Times July 11, 2008

Unpredictable. Slow. Bleak. Grim. Gloomy. All words that have been used to describe the economic outlook for the balance of 2008—and depending upon who you talk ...

How to Hire an Ad Agency August 15, 2007

Here's a staggering statistic: In the month of June alone, accounts worth over $1.7 billion changed advertising agencies. And that's only among the six largest ...

How to Discount (If You Insist) August 14, 2009

Discounting stinks. As a marketer whose job is to create preference and profitability for my clients, I don't like discounting. In fact, I hate it. I call it the ...

The Case for Sustainable Differentiation May 14, 2010

Traveling is hard. Being away from home, eating out, sleeping in an unfamiliar bed—not to mention the nightmares of airports and airlines—make even the ...

A Bailout For My Business? No Thanks December 09, 2008

Ford (F), General Motors (GM), and Chrysler have been pleading to Congress that one, two, or all three companies could collapse unless they get a multibillion-dollar ...

When to Fire Your Ad Agency July 11, 2007

Week after week, Adweek and Advertising Age chronicle the tawdry business of client/agency breakups. Like car accidents that nobody wants to see, yet everyone stares ...

The Case for Brand Accretion September 12, 2008

Marketing is an investment, not an expense. You've heard that before, of course. But it's one thing to invest in marketing when times are good, and quite another to ...

Why Social Media Is Worth Small Business Owners' Time January 16, 2009

YouTube (GOOG). Flickr (YHOO). Digg. Metacafe. Stumbleupon. Technorati. Del.icio.us. Kaboodle. Fark. Furl. Swik. Mixx. Are social media tools like these the future or ...

How to Sell Against the Tide August 08, 2008

Last month, Batman: The Dark Knight put up the biggest opening-weekend box office numbers in history. That certainly was no surprise, given the overwhelming hype that ...

How Solid Is Your Brand? September 14, 2007

It's hard to read a business book or magazine these days without some mention of branding. It's a hot topic, and there are about as many definitions of branding as ...

Why Your Advertising Isn't Working September 11, 2009

Recently, an AdweekMedia poll of LinkedIn members posed this question: "Of the ads you see in a typical day, how many engage your attention?" A remarkable two-thirds ...

How to Generate Real Customer Loyalty June 06, 2007

Last month I wrote about how relationship marketing programs measure loyalty primarily by transactions, which can hinder companies' efforts to identify, understand, ...

In Advertising, Consistency Pays Off May 15, 2009

I recently purchased a new digital TV. Normally, Circuit City (CC) would have been on my list as one store in which to shop, but the struggles the company was facing ...

When Companies Should Step on the Gas June 15, 2010

Corporate earnings are up. Manufacturing is up. Looks like we may be finally coming out of the long, hard recession. Not so fast. Retail spending is still down. A ...

Building a Better Brand October 12, 2007

Is Nike (NKE) a better shoe than Reebok (ADDDY)? Is Michelin (MHINF) a better tire than Goodyear (GT)? Who really knows? Sure, each brand has their loyalists, and if ...

Don't Neglect Internal Branding December 11, 2009

Starbucks (SBUX) got a lot of press last February for shutting down each and every one of its 7,100 company-owned U.S. stores for two hours to conduct a "partner" ...

Don't Let Hard Times Derail Your Advertising October 07, 2008

Life is not a zero-sum game. O.K., maybe in politics it is. If your candidate wins, the other guy loses. That's one reason why political advertising tends to get ...

Brands: The Power of Emotion November 08, 2007

Years ago, when my son signed up for his first YMCA basketball team, I took him to the mall to buy basketball shoes. I don't know which one of us was more excited. ...

Essential Reading for Marketers January 15, 2010

I began my career in advertising as a field marketing manager on the Pizza Hut (YUM) account, which basically meant I got to travel from restaurant to restaurant, work...

The Pros and Cons of Co-Branding July 10, 2009

The moment Roger Penske announced his planned acquisition of the Saturn brand from GM, Saturn dealerships around the country initiated a spontaneous and organic ...