With the direct marketing industry in the grip of a series of upheavals, from the digital revolution to the economic meltdown, figuring out …
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 …
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 …
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 …
Sometimes intuition serves us well. When it warns us to step away from a snake making a rattling sound, to keep our distance from the edge of a cliff, or not to eat something that smells rotten, I have to concede its value.
But experiencing too many right …
Many companies have been thrown off course by the recession. Possibly that’s because they’re forgetting that, no matter how bad things get, we’ve been through all of this before. Other companies have more of a longitudinal perspective and can fall back on institutional memory and a reassuring …
