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- Classic direct response copy .... direct mail and print .... was always long "Mail order" was part of the culture long before the Internet, television, and even radio. There was much less competition for the prospect or customer's attention and time, way fewer pieces in the In general, attention spans ... more
- According to the Marketing Science Institute, there may be. They just published a working on how companies can encourage the diffusion and adoption of new products by creating positive buzz and avoiding negative I think this is a great idea. While word-of-mouth is one of the key drivers for any ... more
- Both CBS and MTV have (and will come out, respectively) with their own versions of . And they certainly won't be the NBC has taken a rather erratic or even schitzophrenic approach, clearly demonstrating its indecisiveness or perhaps lack of (self-)confidence in the But this post isn't really about criticizing ... more
- Hewlett-Packard's new ad campaign successfully sails clear out of the ballpark, to use a seasonal metaphor. Here's But first, some The HP campaign .... The Computer is Personal ," created by Goodby, Silverstein & .... features spots of how well-known celebrities use their personal computers. There's a print and online ... more
- Sure, business is important, but people matter, too. All too often we forget they go hand in Check out the Happy Planet . Here's what the site "The Happy Planet Index addresses the relative success or failure of countries in supporting good life for their citizens, whilst repecting the environmental ... more
- One of the most important axioms I ever learn about professional services marketplace leadership was from Carl Bochmann, a former Booz Allen partner, who taught me that "quality is your best No matter which professional sector I've advised, be it accounting or executive search, management consulting or architecture, or any ... more
- The fact that the MarketingProfs blog has been down over the past day has given me an opportunity to consider some larger, more existential, issues. To Is a blogger still a blogger if she doesn't have a Tangentially, that question made me consider the label of "blogger." For example, I ... more
- The most dangerous thing about social media for "big business" is that its influence is barely noticeable on traditional measurement Market share, mind share, recognition, recall... all measure the mass Would any big company recognize of their market-share disappearing? Should they really give a fuck about that paltry number, is ... more
- Everything in our society is packaged. As the president of a design consultancy that specializes in packaging, I have to say that I'm as concerned as every responsible citizen is about sustainability I don't think we ought to be labeled "tree huggers" either, because we should all be concerned about ... more
- The Boston Business recently ran an article on marketing that caught my Typically, when ad agency people talk about "integration," you can be sure it's a play to remain relevant in a marketing world in which traditional media purchases (i.e., how ad agencies make most of their money) are steadly ... more
- I was reading in magazine that some of the world's strongest personal brands are lending their names to Madonna, Olivia Newton-John, Joe Montana, Francis Ford Coppola -- is there a celebrity who doesn't have a wine these days? For many, it's a high-end hobby. For others, it's a status symbol ... more
- Further evidence that mainstream media is giving blogging a big group hug came last Monday, July ...when while on vacation in southern Maine I picked up a copy of the Boston Globe to find my blogging " post featured in Maura Welch's Business " column. (Apparently the Boston Globe is ... more
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