Columns
“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 23, 2010
You think your brand is an asset. But testing may reveal it’s really not.
By Steve Cuno
If you and I were playing a friendly game of word association and I happened to toss out brand enthusiast, I bet direct marketer wouldn’t be the first thing you’d toss back. “Brand, …
July 16, 2010
By Steve Cuno
Ethan knew how to propose. On a trip to the Serengeti, his back to a spectacular sunset, he knelt before Jessica, produced a lovely ring and begged for her hand. So it was that one of my shop’s best employees returned from her vacation engaged.
Of course, Ethan …
June 18, 2010
By Steve Cuno
An international magazine offered three subscription options. Option A: For a modest price, you could have the online edition. Option B: For about twice as much, you could have the printed edition instead. Option C: For the same price as the printed edition alone, you could have …
May 27, 2010
By Steve Cuno
Note to parents: Washing your kid’s mouth with soap doesn’t prevent cussing. I know this because when my son was small, he tested it. Upon seeing a repeat-offender friend’s mouth cleansed for the umpteenth time, he came home, applied soap to his own mouth and then tried …
April 16, 2010
By Steve Cuno
Eons ago, when I’d been hired to work on the client side, my new employer’s ad agency invited me for a tour. The umpteenth person who had to feign being happy to meet me was the copy chief. This fellow’s ego would have fit easily inside a …
March 26, 2010
By Steve Cuno
Try this test to see if you were born with critical thinking skills (“critical” as in analytical). Are you:
A. Human (2 points)
B. Not Human (1 point)
C. Not Sure (0 points)
A score of 2 indicates that, even if you’re a good critical thinker, you probably weren’t born that way. (If you …