“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.
November 2, 2009
Since its 2007 launch, the Canon imagePRESS® C7000VP digital press has earned raves and awards from printing professionals worldwide. But in the shadows of fierce competition and a historic economic downturn, …
September 30, 2009
There’s nothing quite like a box or bulging padded envelope in the mail. It makes your inner child hop up and down, tug your sleeve and ask — nay, nag: “What’s inside? Huh? HUH? WHAT’S INSIDE?” This happens even when the package contains something you ordered. The …
September 23, 2009
By the time I finished college, I had worked for three major department store chains. Each claimed to have originated the policy “Satisfaction guaranteed or your money back.” They also alleged that naysayers shook their heads at the then-new policy, predicting that widespread public abuse was sure …
September 16, 2009
Never invite me to a cocktail party. Since a customary icebreaker is to feign interest in what the person you just met does for a living, you would place each of your guests at risk of having to hear me rhapsodize, ad infinitum, about the virtues of …
September 4, 2009
Quick! Name a car introduced in 1958 that was a commercial failure.
Most people, including those born years later, can answer the question without a hint. (Like, say, it was named after the company founder’s son, and it sort of rhymes with “pretzel”).
Fifty years after its …
August 10, 2009
This direct mail piece introduced to the laboratory segment a new product that featured unparalleled ease of use and trademarked One Click functionality. The campaign, a follow-on to a previous product launch, used subtle humor to create awareness. Titled “One Click Wonders,” the mailer was sent in a silver glamour …
