April 16, 2010
Conventional wisdom says the secret to great advertising is developing a big idea for a campaign. In reality, the trick is developing a campaign for a big idea. Mere ...
April 13, 2010
Never check e-mail in the morning. Don't keep your e-mail program open throughout the day. Filter unimportant messages out to assistants. You've heard those rules, ...
March 12, 2010
My colleagues and I conduct quite a bit of market research, both for our own company and on behalf of our clients. We've seen it used both for good and for ill. Here ...
March 12, 2010
Few of us ever planned to work in sales. It was a way to get in the door, a quick stop before moving into something sexier. Back then, we saw it as a necessary evil, ...
March 2, 2010
This column is adapted from The 1% Windfall: How Successful Companies Use Price to Profit and Grow by Rafi Mohammed (HarperBusiness, March 2010). Pricing is one of the...
February 12, 2010
"Buy local" campaigns normally encourage consumers to shop at small downtown stores—the funky café, indie bookseller, or boutique grocer. Getting big ...
February 9, 2010
Social media has always been with us. Who hasn't recommended a product to a neighbor, received a tip from a colleague, or asked for a referral from a friend? From ...
January 15, 2010
I began my career in advertising as a field marketing manager on the Pizza Hut (YUM) account, which basically meant I got to travel from restaurant to restaurant, work...
December 11, 2009
Starbucks (SBUX) got a lot of press last February for shutting down each and every one of its 7,100 company-owned U.S. stores for two hours to conduct a "partner" ...
November 13, 2009
Have you ever thought about how banking has evolved over the past 20 years? The other day, as I maneuvered my car past the drive-up ATM, I was telling my kids about ...
October 16, 2009
When shoppers swipe their credit cards at Dollhouse Bettie, a vintage-lingerie purveyor on San Francisco's Haight Street, it used to cost the store 2.3% to 4.2% of ...
October 16, 2009
Credit-card holders got relief earlier this year when Congress pushed through legislation to eliminate some of the card industry's sneakier practices. But store ...
October 13, 2009
Things have been going so poorly for so long that any of us could be forgiven for thinking recession is the new normal. The economy has been in decline for 22 months, ...
September 11, 2009
Recently, an AdweekMedia poll of LinkedIn members posed this question: "Of the ads you see in a typical day, how many engage your attention?" A remarkable two-thirds ...
August 14, 2009
Discounting stinks. As a marketer whose job is to create preference and profitability for my clients, I don't like discounting. In fact, I hate it. I call it the ...
July 10, 2009
The moment Roger Penske announced his planned acquisition of the Saturn brand from GM, Saturn dealerships around the country initiated a spontaneous and organic ...
July 10, 2009
Tim Hortons (THI) and Cold Stone Creamery have co-branded nearly 50 restaurant locations in the U.S. and Canada this year and are continuing to expand the partnership,...
June 19, 2009
Great location, fantastic selection, competitive prices. These are the oft-cited qualities that help one retailer prosper while another fails. But there are other, ...
June 12, 2009
Do a quick exercise: Take a minute and jot down three types of customers your company doesn't want. Oh, and this is important: You can't choose people like shoplifters...
May 15, 2009
I recently purchased a new digital TV. Normally, Circuit City (CC) would have been on my list as one store in which to shop, but the struggles the company was facing ...
April 24, 2009
How do you build a word-of-mouth following for your product or service—and then refrain from screwing it up if you're lucky enough for the concept to gain ...
April 10, 2009
Times are tough. It can be difficult to keep your focus on driving the top line when the bottom line is bleeding red. A lot of us can identify with John Krafcik, ...
March 13, 2009
Competition is a fact of life in business. But that doesn't mean you have to make it easy for other companies to take what's yours. In fact, you should make it as ...
February 27, 2009
The buy-local movement isn't new. For the past decade, independent businesses have banded together to urge local consumers to spend more of their dollars closer to ...
February 10, 2009
One of the questions I'm frequently asked is: "How much should my company spend on marketing and advertising?" It's a conundrum that vexes many corporate leaders, from...
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