Strategy, Marketing & Big Ideas
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We can debate the philosophical nuances of whether perception is truly reality or not, but I’m sure we could agree that our ability to shape public perception is a sure way to impact behavior. How we shape perception is a different question altogether. This is a practice that can be applied for good or evil, [...]
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Dear CMO: Consider this memo more a question than an indictment. I’m not here to spell check other people’s ad copy. But I think it’s worth exploring when your name, logo, product and entire branding gestalt gets wrapped up with a tag line that, you know, doesn’t make grammatical sense. Maybe this is artistic license? [...]
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Dear CMO: This is an old theme and one we’ve certainly talked about before, but it’s worth re-hashing again — particularly in light of Ad Age broadcasting it in two separate but closely placed articles. The basic argument is the “digital, one-to-one, e-enabled” versus the “sell something” school of marketing. (Disclaimer: look, I know. I [...]
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Dear CMO: Let’s talk for a moment about who you’re not. We all know who you are, but your forced choices under pressure often reveal more about you than your bio might reveal. What are you willing to walk away from? Answer that and you’ll define yourself in vivid terms that stick. If it works [...]
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Dear CMO: We tend to think of our end user base here at the MegaCorp World HQ Campus as neatly falling into one of several cleanly segmented segments. Our peas never touch our carrots and that’s how we like things. The problem here is that we haven’t given ‘ocra’ its own user sub-segment designation. So, [...]
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