Niels Bohr once noted that “prediction is very difficult, especially about the future,” but then he didn’t have access to predictive loyalty metrics. Happily, we do. And, as they measure the direction and velocity of consumer values 12 to 18 months in advance of the marketplace and consumer articulations of category needs and expectations, they [...]
It’s and advertising paradigm. Got no money? Shock ‘em, and get the media to carry the message. Germany’s latest AIDS-awareness commercial turns to Germany’s most evocative character—Adolph Hitler—to generate shock, disgust, loathing and, well, attention. As Time Magazine points out (remember the free media thing), “That’s the point…” The controversial ad, released online on Sept. [...]
Whenever I need a marketing wake-up call, I listen to the classic Tom Waits’ song, “Step Right Up.” It is an anthem for bad marketing. In this brilliant song, Tom Waits cobbles together every cliché marketing pitch. “We got a year-end clearance, we got a white sale And a smoke-damaged furniture, you can drive it [...]
Latest Brand Museum Update