A near-sacred marketing myth holds that when advertising is truly creative, sales inevitably follow. The Creativity Myth has four effects, all of them unfortunate: One, clients waste money by giving agencies more incentive to “out-creative” one another than to build sales. Two, creative people prematurely and unwisely dismiss the tried-and-proven. Three, some creative people develop [...]
Continue reading…Archive for July, 2009
Outlast the Recession
To survive the “Great Recession” of the past year and a half — and to out-perform competitors in the economic recovery to come — brands today have to better understand their audiences, says Warren Storey, of marketing services firm ICOM.
Continue reading…Author Explains How Bold Brands Can Keep Customers
Author and marketing expert Philip Kotler offers advice for anticipating change, avoiding mistakes and staying close to customers. Q: In your new book, Chaotics: The Business of Managing and Marketing in The Age of Turbulence, you say that the signs of turbulence are everywhere. Is that disruption due to more than just the current economic [...]
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