Over the past year, there’s been a number of articles preaching that b2b marketers should pay closer attention to how b2c companies conduct their marketing. It’s as if the author thinks they just discovered the Holy Grail: Did you know … Continue reading
Posts Tagged “brand communication”
Plateauing volumes, eroding margins, sales lost to that competitor with an inferior product. What you feel in your gut is probably true—the market views you as just another supplier. You’re becoming a commodity. Continue reading
My retired partner had an expression he used whenever a really strong creative concept that the agency presented and sold was methodically destroyed by the client during the actual production process.
I came across an article yesterday about an ad for a Taiwanese mobile phone company. It’s sent the ad world into a tearful frenzy with some people calling it “The biggest tearjerker ever.”
In his Oscar-winning role as a television celebrity in the 1976 movie “Network,” actor Peter Finch played news anchor Howard Beale who was told he was being laid off due to the low ratings of his news program.
A recent Advertising Age article is now touting the longevity of CMOs, pointing out the average tenure is now around 45 months.
Some B2B marketers have this need to create ads that are basically spec sheets, brochures that are instruction manuals and corporate videos that run on like a biblical epic.
There’s a creative execution graveyard out there. It’s the dreary place where good ideas for your brand are buried.
Believe it or not, your target audience is not sitting around waiting to hear from you.
C’mon, NIKE, just do it. Don’t waste my time telling me that you’re announcing that you’re doing it. I’m getting fat waiting around. Continue reading