Strategy, Marketing & Big Ideas
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“Our mission has always been to change how America thinks about beer.” Jim Koch, Founder of The Boston Beer Company, now the largest American-owned brewery. Dear CMO: Jim Koch clearly laid out his vision for The Boston Beer Company to me in a discussion we had a few months ago. Reading these words belies the [...]
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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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Dear CMO: The Beijing Olympiad scored a higher worldwide rating than any other television event since the great flood. Good for NBC for doing a great job both on air and via their website, for China for throwing a perfect party, and for the Olympians themselves who provided a new highlight reel of inspiring achievements [...]
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Dear CMO: You’ve probably seen the video at this point, so there’s little need to go into the details. The current fiasco unspooling before the world’s weary eyes is how the once proud Olympic Torch is being dragged through the streets of the world by unsmiling and surly Chinese military police while residents of these [...]
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