Got Relevance?

MediaPost Publications, October 30, 2009 — One of the most daunting challenges companies face now is how to market themselves.

Think of it: There are many businesses with the same or similar offerings. Customers can purchase goods or services from anywhere in the world, thanks to the Internet. With rapid commoditization, effectively marketing a business is more challenging than ever. It takes more than a marketing plan, strategy and tactics, positioning and differentiation to successfully market now. But what?

P&G Considers Booting Some Brands†

Wall Street Journal, October 29, 2009 — Facing mounting pressure to boost sliding sales and recalibrate his company, P&G CEO Robert McDonald is stepping up the hunt for acquisition and divestiture candidates, people close to the company said.

Strategy of New Chief at Motorola Appears Poised to Pay Off

New York Times, October 29, 2009 — Sanjay Jha’s honeymoon as co-chief executive at Motorola lasted just a few minutes into his first meeting with employees in 2008.

Why should we trust you?” one employee blurted. The frustration was understandable. Motorola, which pioneered cellphones and built such consumer favorites as the StarTac and the Razr, had not had a hit phone in years, and a succession of leaders could not find one.

Mr. Jha, 46, an engineer who worked his way up at Qualcomm from a chip designer to the No. 3 executive, answered the challenge, saying employees should not take him on faith but watch what he did.

The Two Faces of Facebook†

Steve Rubel on Digital Communications

Advertising Age, October 29, 2009 — I spend a lot of time gazing into a crystal ball that I know is going to be cloudy half the time. Lately I have been pondering Facebook's future.

Facebook is clearly on a roll and is knocking on Google's door as the biggest site on the web. Will it continue to dominate or see its lead slip? Here are two potential outcomes.

Accidental Purchases: Blame Package Design

MediaPost Publications, October 28, 2009 — Poor package design is costing marketers more than $2 billion in U.S. sales as consumers are accidentally reaching for copycat house brands that are meant to look like the well-known branded products.

Marketers such as Starbucks discover that simple sells

USA Today, October 28, 2009 — Simple is better.

This could be 2010's most powerful marketing mantra.

If 2009's hottest sales pitch was all about buying stuff on the cheap, 2010 marketing will increasingly stress less as more, as in fewer parts, additives or ingredients. While the trend is taking hold in many product categories, including health and beauty items, nowhere is it more apparent than with things we eat and drink.

Timex Pulls Out Stops For ING NYC Marathon

MediaPost Publications, October 28, 2009 — Timex has been quietly winding up programs to move the brand away from an "old reliable" sort of brand equity toward a more athletic positioning, using its Iron Man sub-brand to reach younger consumers.

The company is in its second year as official timing partner of the ING New York City Marathon

Top Brands Not Making the Most of Mobile

KenRadio, October 28, 2009 — Some 83% of U.S. consumers say their favorite brand has yet to market to them via their mobile phone, even though 37% say they would be interested in participating in a mobile customer loyalty program from a brand they trust, according to recent research by Hipcricket.

8 Guaranteed Ways To Kill Your Brand

MediaPost Publications, October 27, 2009 — Throughout the recession, many marketers have relied on so-called "recession-survival" lessons to drive their strategies. Unfortunately, these aren't always lessons as much as they are myths. We thought we would help dispel some of them and share a few tips to spur positive momentum

How to Develop the Right Communications Strategy for a Conversation Economy†

Begin With the End in Mind: What Message Can Drive Sufficient Revenue to Support a Business Model?

Advertising Age, October 27, 2009 — What does the worldwide, technologically enabled drive for conversations mean for marketers? It means you're no longer marketing products or services — you're marketing conversations. It means marketing-communication planning should be driven by a conversation strategy.