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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Convincing your customers that they’re doing it wrong is often an uphill battle. We’re all resistant to change. And when your customer base is comprised of highly educated people who are in positions of authority, this becomes even harder. How do you teach these hard to persuade experts that there’s a better way? You let everyone [...]
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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: In one corner, the reigning industry champion, weighing in at a few billion in revenue, with massive budgets, headcount and resources. In the other corner, the local favorite – considerably smaller, home grown, and a dangerous scrapper. The heavy weight versus “one of us.” My money’s on the little guy. The importance of [...]
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