Strategy, Marketing & Big Ideas
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Dear CMO:
“Could a giant do what we do? It would be difficult because it’s not what they’re good at. They’re good at mass producing, very cost effectively, beers that appeal to the mass market… it’s not outside their capabilities, but it’s like McDonalds… could McDonalds make filet mignon? Sure, but it’s not the business they’re in. [...]
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Dear CMO:
I spoke with Eric Ryan, co-founder of Method, about how a brand can successfully struggle with internal brand tension and the fun of fighting for retail shelf space against competitors who spill more detergent at the loading dock than you manufacture. There were dozens of great nuggets from the conversation, but one in particular [...]
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Dear CMO:
“For every pundit who proclaims that smart brands don’t cut marketing in bad economic times there are a thousand business owners who know differently.”
But when should you listen to these pundits and actually increase your marketing spend in bad economic times? Here are three cases to consider:
When our marketing puts us [...]
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Dear CMO:
In developing the “Be the Ball” chapter for Killing Giants, I had the opportunity to interview a number of interesting people, many of whom were the architects of powerful strategies and brands. While the chapter itself deals with how smaller “David” brands can seize the microphone and become the champion of the ignored, many [...]
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