I am honored to be the first guest blogger on Arjun’s blog. I don’t need to know that others were asked before me and turned down the opportunity. I seized the chance to tell my tale of the turnaround of a brand; or least the...Read More
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Over the last fifteen years I have helped numerous brands in using comparative ads to win over the consumer. If the decision has been made to directly target a competitor and prove brand superiority, the brand must be prepared to substantiate that claim. If challenged,...Read More
Have you ever seen a serious runner not time his runs?Football teams measure how long a punt is in the air, because higher air time means defense is more likely to prevent an advance.Every successful “super professional” I have encountered over the years was simply...Read More
All of us are caught up in the discussion about how bad the current economy is and how we will survive this tough time. Recently, I experienced a practice by two brands who are doing things a “tad” differently to beat these tough times. First, Chili’s....Read More