Category Archives for "Marketing"

6 From Cola Wars to Computer Wars – Microsoft misses again.

Back in the 70’s and 80’s the most talked-about battle of the brands was between Coke & Pepsi. The Cola war was a popular topic of college marketing classes, sit coms and even Saturday Night Live.

“No Coke. Pepsi!” John Belushi once said.

Today the battlefield has shifted from soft drinks to software. From free-spirited young people who’d “like to teach the world to sing” to nerds all over the world claiming “I’m a PC.”

It’s the war between Microsoft and Apple. A war that should never have been fought.

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2 Learning from Mad Men: Old-school advice on choosing the right message for your ads.

Life in an advertising agency makes for great TV drama. And sometimes the powerful men of those fictitious agencies can even teach us a thing or two.

Donald Draper in Mad Men

Donald Draper in Mad Men

Take Donald Draper of Mad Men. That character is based on a real-life ad man of the 50’s — Rosser Reeves. As chairman of the Ted Bates Agency, Reeves produced some of the most memorable slogans of all time, like “M&M’s… Melts in your mouth, not in your hands.”

Creatively, Reeves’ TV ads were formulaic and boring. He had a blatant contempt for public intelligence and many of his spots were banal and insulting by today’s standards. But by God, they worked.

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1 Just a little trim around the ears — How to cut your marketing budget without hurting your brand image.

By John Furgurson

When it comes to belt tightening, most marketing managers have it all wrong. At the first sign of an economic downturn they go to the list of tactics and start trimming off the bottom of the spread sheet. Or worse yet, they go for a military-style buzz cut and just chop it all off.

images4First thing to go is ”image” advertising”… anything that doesn’t have a coupon or a response vehicle of some kind is out the window. Brand building, it seems, can wait for better days.

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