“Columns” showcases opinion pieces from the Delivermagazine.com staff and marketing industry leaders. Each week, this section crackles with cutting-edge ideas and insights from some of the brightest minds in the business.
July 8, 2008
Re-brands are fashionable these days.
No, that’s not quite correct. What’s fashionable is reworking the logo and tagline and calling the result a re-brand.
When will marketers learn?
Your brand isn’t what you say. It’s what your …
December 21, 2007
With the possible exception of abstaining from chocolate to ward off acne, some erroneous beliefs are arguably harmless. But many are not. It’s one thing to wear …
December 10, 2007
“The ROI is hard to measure.”
That’s a common objection we hear from direct marketers to using the new class of online social media tools - blogs, user-generated video and digital networks - to supplement campaigns involving mail, TV and other channels. Measurement enthusiasts …
December 4, 2007
Sustainability often presents a quandary for outdoor outfitter Patagonia.
On one hand, the company has dedicated itself fully to preserving the planet, its environmental and conservation goals defining everything from its mission statement to its product line. …
November 19, 2007
Like a guy in a bar trying to get a girl’s telephone number, loyalty programs are increasingly chatting up customers with personalized messages that, in effect, say, “Haven’t we met somewhere before?”
While the use of a customer’s …
September 6, 2007
It’s getting easier every day to convince your CEO and CFO of the marketing benefits, and ultimately the bottom-line impact, of creating sustainable business processes. So the next time you champion some green marketing …
