Comments on: Old Spice Reloaded: The Sell Through

By: Why Nike's "Write The Future" Campaign Worked | Stephen Denny

Why Nike's "Write The Future" Campaign Worked | Stephen Denny — Tue, 09 Nov 2010 23:06:07 +0000

[...] covered this ground before, so a brief recap will do. Frankly, comparing Old Spice – a CPG brand with limited capacity for [...]

By: Why All (Bad) Marketing Research Is Wrong | Stephen Denny

Why All (Bad) Marketing Research Is Wrong | Stephen Denny — Tue, 02 Nov 2010 11:04:02 +0000

[...] a hypothesis and I hope I’m wrong. This started when I wrote the first of several posts on the Old Spice campaign, particularly when the lackluster results started drifting in. People were furious that I could describe Isaiah and the production crew as anything but a [...]

By: Judgment vs Evidence, Spin vs Substance + The Search for Meaning: Tom Asacker, Pt 2 | Stephen Denny

Thu, 02 Sep 2010 11:10:12 +0000

[...] (SD): Big brain syndrome. We know too much, unfortunately, and we seek answers in the data where once there was only judgment. I’m all for fact-based decision making, but I think we can all find our own set of facts too easily. Old Spice, anyone? [...]

By: Stephen Denny

Stephen Denny — Wed, 28 Jul 2010 21:05:33 +0000

Thanks Mike !

I’d say this falls slightly short of real analysis, but still – finding the causality would go a long way towards building the sort of credibility the C-Suite would value. Buzz doesn’t matter if it doesn’t sell anything. What I’m increasingly seeing is that the buy-one-get-one-free-coupon-avalanche-from-the-sky is what moved the needle – and that needle move was less than less heavily promoted brands. Hmm.

Appreciate you stopping by -

By: Mike Wagner

Mike Wagner — Wed, 28 Jul 2010 16:20:35 +0000

Stephen, there you go with disciplined, analysis again!

May your tribe increase.

Keep creating…and analyzing,
Mike