“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.
March 12, 2010
I cringed when I read an article on how to launch a successful business. The author claimed that after deciding upon a product or service, the next most important step was to come up with a “catchy slogan.” The article appeared in a national magazine. Heaven only …
February 26, 2010
A marketer always wants to say that his brand’s product is better than a competitor’s — but what does a CMO do when his rival’s product is so bad that it sours consumers on that product category altogether?
PureSpectrum, a Georgia lighting company, faced just such …
February 11, 2010
As one who is all for instant gratification, I love the Internet. I can preview anything, on the spot. If I like the preview, I can download the real thing and revel in it then and there.
Provided, that is, that I never want to download anything besides …
February 2, 2010
We rarely hear about the fourth law of thermodynamics. In brief, it states that whenever a server says, “Careful, this plate is extremely hot,” an invisible force compels the customer to touch the plate. The compulsion grows as the cube of the number of decibels with which …
January 14, 2010
The publisher of a respected advertising magazine called recently. It seems that the president of her bank sent her a personal note, just to check up and make sure the bank was treating her well. Since the bank is my client, she thought I’d like to know. …
November 6, 2009
Not long ago, a company could launch an advertising campaign solely because an entity known as “Corporate” had set aside a budget for it — and many companies did just this. As for objectives? Pish-posh. As long as people remembered the ads or the board of directors …
