"Those Who Ignore History are Destined to Repeat It" Applies to Marketing Too

One of the great lessons of the dot com era was that you can’t buy your way into a successful brand with mere dollars and awareness. After all, awareness doesn’t equal preference or sales. Those who attempted to “build their brand at breakneck speed” only ended up breaking their brand’s neck. Great brands are not built from ad dollars, although there are always marketing and advertising

Comments

Post a Comment

Popular posts from this blog

A Social Media Strategy Case Study on What NOT to Do with Your Corporate Twitter Account

What do you do when a good deal of your dissatisfied customers share their poor experiences with your brand with others online? Well, one thing you shouldn't do is turn your social media efforts into a customer service triage unit. I recently came across one company using its social media efforts to deal with their customer satisfaction issues in a manner that I find such an excellent example of
Read more

More Than a Third of Fortune 1000 CMOs Don't Believe in Blogs

A recent study of Fortune 1000 company CMOs done by by Blog2Print, a company that turns blogs into books, attempts to shed some light into the reasons some companies have not embraced corporate blogging. The firm's press release might be entitled, "Survey of Fortune 1000 CMOs Reveals Interesting Insights Into the Minds of the Corporate Blogger," however, I found the insights into the minds -- or,
Read more

Groupon Lesson: Shock Value = Lots of Publicity for Your Brand. But At What Price?

 Groupon's Super Bowl Commercial "Our ads highlight the often trivial nature of stuff on Groupon when juxtaposed against bigger world issues, making fun of Groupon. The last thing we wanted was to offend our customers - it's bad business and it's not where our hearts are."- Statement from Groupon's CEO in response to the outcry over Groupon's Super Bowl commercial trivializing suffering in
Read more