Guest Commentary
Jan 1, 2008 12:00 PM, Drew Neisser
Optimistic by nature, we marketers tend to rally behind the next big thing faster than you can say sub-prime mortgage. In 2008, marketers should avoid...
Letters to the Editor
Nov 1, 2007 12:00 PM
Editor's note: Want to know what the other side thinks? I received the following hand-written letter from legendary comic book artist R. Crumb in response...
Oct 1, 2007 12:00 PM
This is one of the most disturbing movies I have heard about, let alone the advertising campaign that they want to do promote this. I am in complete disgust....
Aug 1, 2007 12:00 PM
Like many of your readers, I am the mother of a teen. And, as is the case with most teenagers, my son is aware of the world around him. A world that includes...
Jul 1, 2007 10:59 AM
Thank you so much for the wonderful piece on the retirement of the Frankel agency brand. You really captured the spirit so well. It was almost like you were a Frankelite! I don't know how you “got it” so quickly....
Jul 1, 2007 11:01 AM
I really liked the change in the magazine. I had been toying with the idea of not renewing, but changed my mind due to the new design.
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Jun 1, 2007 12:06 PM
Thank you very much for your wonderful article on scent marketing. It is truly an exciting and growing category, and we appreciate your recognition of this phenomenon.
...
Jun 1, 2007 12:09 PM
Thank you for the nice Homework column about the end of Brand Frankel...
May 1, 2007 10:02 AM
You point out what a few of the so-called industry experts recommend in guerrilla marketing/PR disaster cases. But then you publish an interview in which Interference CEO Sam Ewen appears to contradict or break a number of those very recommendations (e.g., a crisis plan). ...
Industry Voices
Opinions and ideas across brand marketing, retailing and the agency scene. To submit an opinion essay, click here.
Aug 1, 2007 12:00 PM, By Warren N. Bimblick
Ok, I admit it. I take a little nip here and there. And my favorite nip is a colorless juniper berry potion called gin. I experiment a lot with the newest...
Jun 1, 2007 12:00 PM, By Joseph Anthony
In the mid-1990s hip-hop culture crossed over into popular culture, spurring an onslaught of companies dedicated to creating niche campaigns to reach...
Apr 1, 2007 12:00 PM, By Jeanniey Mullen
In the old days, marketers became very proficient at the standard ways of communicating with customers: mail, phone and face-to-face. We mastered critical...
Mar 1, 2007 12:00 PM, By Rick Roth
A challenging time? Yes. But a great time for those who love a challenge, thrive on breaking new ground and have been deserving a seat at the proverbial...
Mar 1, 2007 12:00 PM, By Betsy Spethmann
What is it about human nature that makes us want to kick a guy who's down? A lot of folks took a beating in Boston's bomb scare last month. Cartoon Network's...
Feb 1, 2007 12:00 PM, By Patricia Odell
The consumer is in control. We've all heard that saying hundreds of times by now, but no place is that more obvious than Spring Break. Marketers have...
Feb 1, 2007 12:00 PM, By Betsy Spethmann
It seems pretty obvious now that YouTube got its start at the gas pump. What were marketers thinking? They should have realized that the minute they pressed...
Feb 1, 2007 12:00 PM, By Tom Hansen
For years, promotions and branding were separate nations. Promotional campaigns were developed by agencies working separately from those responsible for...
Jan 1, 2007 12:00 AM, By Drew Neisser
During Roger Federer’s smashing victory at last year’s U.S. Open, the camera swished frequently to Tiger Woods, who supposedly was there as Roger’s guest. ...
Nov 1, 2006 12:00 PM, BY ROD TAYLOR
Every Thanksgiving morning, my family cooks a huge breakfast, I light the fireplace and we sit down in our pajamas, part of an intimate group of 60 million...
Oct 1, 2006 12:00 PM, BY ROD TAYLOR
History doesn't record who the first marketer was to use an anniversary as a theme for a promotion, but I for one would kiss whoever it was smack on the...
Sep 1, 2006 12:00 PM, BY ROD TAYLOR
You're driving down the interstate when suddenly you're passing a 27-foot long truckshaped like a giant hot dog. Do you: A: Floor it, putting maximum...
Aug 1, 2006 12:00 PM, BY ROD TAYLOR
Betty Crocker, General Mills' is perhaps the best-known icon in American marketing. At 85 years old, she may also have the greatest longevity. So it pains...
Jul 1, 2006 12:00 PM, BY ROD TAYLOR
According to Tuff Stuff sports memorabilia magazine, the most-popular sports collectible is the trading card. The second-most popular type of collectible...
May 1, 2006 12:00 PM, BY ROD TAYLOR
There's a small, but extremely active knife-collecting subculture in America. Most of these folks are tougher than a $2 steak. For all that toughness,...
Apr 1, 2006 12:00 PM, By Rod Taylor
In December 1977, consumer giant CFCP introduced Breen detergent to the metro New York market. Its introductory 25-cent coupon, delivered via free-standing...
Mar 1, 2006 12:00 PM, BY ROD TAYLOR
Occasionally marketers hit on an idea that makes so much sense that even consumers wonder, Why didn't anyone ever think of this before? This was certainly...
Feb 1, 2006 12:00 AM, By Rod Taylor
In-store marketing for men’s shoes was once an oxymoron—there was no in-store marketing done in this huge category. Retailers arranged various left-footed shoes on a sales table and then (are you ready for this?) put the price sticker on the arch of each sole. ...
Jan 1, 2006 12:00 PM
American Airlines' AAdvantage turns 25 this year. It's tough to believe there was ever a time when our every purchase wasn't determined by how many we...
Dec 1, 2005 12:00 PM, By Ken Strottman
Youth marketing is under attack in America. And while not all marketers are being directly blamed for the troubles surrounding kids, it is clear that...
In My Opinion
Aug 1, 2005 12:00 PM, By Ted Mininni
There's a lot more to kids' marketing today than trying to keep brands relevant, hip and cool. Today's kids want two additional things from marketers:...
Jun 6, 2005 10:41 AM, By Erik Hauser
It is amazing how renaming something can lend epiphany-like clarity to a subject. This is certainly the case with “experience marketing.”
The term “experience marketing” can replace all other discipline labels since it encompasses—well, everything. Everything we do as humans, good or bad, is an experience. Any interaction that a consumer has with your brand/product/service is an experience. Experience marketing is every marketing initiative that a company sets out on, all tucked together under one big umbrella....
May 1, 2005 12:00 PM, By Sarah O'Leary
As TiVO and other digital recording services redefine TV viewership, many marketers are paying more attention to product integration through placement....
Mar 1, 2005 12:00 PM, By Kelly Hlavinka
But if I ran the zoo,Said young Gerald McGrew,I'd make a few changes.That's just what I'd do Dr. Seuss Dr. Seuss knew a thing or two about customer data...
Mar 1, 2005 12:00 PM, By Pat Furey
THE OLD ADAGE IS AS TRUE for many retailers today as it was 50 years ago: I know half of my advertising is wasted; I just don't know which half. Retailers...
