Strategy, Marketing & Big Ideas
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In the best of all possible worlds, you’d have a team comprised of star players working within a superior system. You’d win Super Bowls, collect industry accolades and generally kick every potential competitor to the curb. If only it were that easy. It isn’t. But the conversations that circle this balancing act are fascinating and I’d [...]
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“GAP is a good example of a brand that really wasn’t doing anything interesting in the marketplace. And all of a sudden, there it was and it came from the soul of the company. We didn’t give it to them. I say this from having worked there for 10 years. That vibe and that passion [...]
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Here’s three reasons why Domino’s sales are up 14.3% since their re-launch: The science says that we gain credibility when we argue against our own perceived self-interest. Saying, “we need to get better” is strong stuff for a brand. This is source credibility and it’s a powerful motivator. It taps our decision triggers and moves [...]
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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: 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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