“With a name like Smucker’s, it has to be good.” Most companies, especially family companies, would never make fun of their own name. Yet the Smucker family did, which is one reason why Smucker’s is the No.1 brand of jams and jellies. If your name is bad, you have two choices: change the name or make fun of it.
A fad gets a lot of hype, and a trend gets very little. Like a wave, a fad is very visible, but it goes up and down in a big hurry. Like the tide, a trend is almost invisible, but it’s very powerful over the long term. A fad is a short-term phenomenon that might be profitable, but a fad doesn’t last long enough to do a company much good.
The famous “Evolution” video cost only a little over one hundred thousand dollars to make, and got more than 16 million views. It netted Dove hundreds of millions of dollars in exposure. The clip won numerous industry awards and more than tripled the website traffic the company received from Dove’s 2006 Super Bowl ad.
Why don’t marketers like trampolines?
They’re scared of high bounce rates.
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What is the safest place to hide a body?
The second page of Google.
Loading...Instead of spending money on cosmetic changes like rebranding the logo, the colours, or packaging, spend money on true innovation, improving product, service and quality. These will lead to longer lasting lifts in revenue.
A Chief Digital Strategist at Marketing Science Consulting Group.
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Author and advertising creative director. Specializing in technology marketing, Segall was Steve Jobs' agency creative director for 12 years working for NeXT and Apple, and also for Dell, Intel and IBM.
Loading...One of simplicity’s most outstanding attributes is that it looks, acts, and sounds perfectly natural. Your head involuntarily nods in agreement.
Author and advertising creative director. Specializing in technology marketing, Segall was Steve Jobs' agency creative director for 12 years working for NeXT and Apple, and also for Dell, Intel and IBM.
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One way or another, we’re all conspicuous consumers. We use purchases to flaunt our wealth. We buy things not so much for purely personal enjoyment as for showing off or keeping up with the Joneses.
An professor of economics and a research associate at the Future of Humanity Institute of Oxford University.
Loading...Certainly, a disconnect occurs when the marketing lives apart from the reality of the product experience.
Internationally recognized authority and pioneer in online marketing.
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