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Dear CMO: Shout “that man is an axe-murderer!” in a courtroom. The defense attorney will bolt upright and splutter, “Objection! My client is NOT an axe-murderer! This is a tax evasion case!” You can then smoothly withdraw the statement, knowing the jury will hear nothing else for the duration except the echo of your words […]

Dear CMO: The promise of branding is that you will be able to count on a consistently delivered experience, time after time. When you pop open a Coke. When you go to Disneyland. When you order the hanger steak at Les Halles. You don’t want someone to “do it their way” with their own special […]

Dear CMO: In this election year, with presidential (and not-so-presidential) hopefuls criss-crossing the world, a fundamental… what? There isn’t an election this year? Right. Sorry. In this run-up to an election year, etc., etc., a fundamental lesson emerges for marketers that could benefit from further inspection. In the realm of public relations, there are more […]

Dear CMO: Your perspective changes once you’re acclimated yourself to a new experience, doesn’t it? Much like the study of wealth, happiness, or online banking, we quickly become accustomed to “magic” very quickly and then are instantly bored with it. Lottery winners aren’t happier than low income earners any more than a late adopter with […]

Dear CMO: I got an unexpected laugh the other day reading a pick up from Variety magazine on the success of the movie, “300”. Movie critics universally panned the film. And naturally, the audiences read the reviews, put down their newspapers, and went to see the movie in droves, setting new March box office records […]