Strategy, Marketing & Big Ideas
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“The brilliance of the strategy was that they were filming these people when they were doing the test. The thing that was creating the wow factor was that when you removed the box that was hiding the two cans, the Coke drinker, who looked like a Coke drinker, would say, Oh my God, I can’t believe [...]
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Dear CMO: If Alexander the Great had overseen the development of Schiphol Airport’s urinals, he would have moved the designer forward and to the right. You see, Alexander had a system that made everything in his army work: life was a competition, and winners were rewarded in the most public way of all – they [...]
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Dear CMO: I’m going to get this story slightly wrong because I forgot exactly where I heard it or read it, but hopefully the meaning will be clear enough. I’m sharing this with you for one big reason: if you squint at it and think of ways to apply it to what you’re doing, it [...]
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Dear CMO: The story goes that Rosser Reeves, ad man responsible for the “unique selling proposition” and slogans like “I Like Ike” came across a man begging in the street one afternoon and offered him a suggestion. Instead of “I am blind,” Reeves added a sub-text to the man’s plackard, so the story goes, that [...]
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I have met the greatest of all evils and its name is Satisficing. OK, it’s not a name, per se, but a mashup of two words – satisfy and suffice. Squint and you could probably find the real meaning in there, too – sacrifice. Satisficing is the greatest of all evils. Here’s why.
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