Now that we are ‘officially’ in a recession, the realization of which typically means that we are in the middle of or on our way out of one, we’re seeing a curious trend here at the agency. Companies that we’ve never talked to, companies we haven’t heard from in years, and companies we’ve never heard [...]
If you saw Jim Stengel, CMO of P&G, interviewed in the most recent Fortune, you probably paused as I did when I saw him get emotional about commodities. Here’s some of what he said: “I hate it when someone says they’re in a commodity category. We don’t accept that there are any commodity categories. We [...]
The case study of marketing the Bahamas, a 600-mile-long string of 700 islands, offers several valuable lessons in marketing a network of businesses under one brand. This case study is also a chapter in Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage, by Pat Fallon and Fred Senn of star marketers Fallon [...]
