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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Quote from Sergio Zyman from his book, The End of Advertising as We Know It: “Apple’s ad agency collected the 1998 Emmy Award for best commercial, the 1998 Silver Clio, and the 1998 Silver Lion at Cannes. The company’s revenues dropped for the next three quarters in a row.” Quote from Bob Parsons, CEO of [...]
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Dear CMO: “Snapple was a freight train. Everybody was saying in those days colas are dead everybody’s dead and this is the new stuff. We came up with this brand Fruitopia. I remember a reporter asking at a press conference, saying this is a me-too brand. And I said, you bet this is a me-too [...]
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