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Prophet, May 1, 2009 — Stories of marketing heroes who transform poorly performing brands never fail to enthrall us. But why do some brand leaders wait until their brands are at the breaking point, and at risk of joining such brands as Radio Shack, 7Up, or the GAP, for which renovation may be too late?
Prophet, May 1, 2009 — For all the great marketers and great marketing, we still see too many instances of what I call “cart before the horse” marketing. The cart, of course, is marketing tactics, while the horse is the need to meet critical customer needs. The result is strategies and initiatives that falter before the finish line.
New York Times, November 24, 2008 — Remember the boy band Color Me Badd? A campaign for the best-known brand in coloring could be called Color Me Daily.
The brand is of course Crayola, which is commemorating the 50th anniversary of its ubiquitous 64-count box of crayons with advertising that celebrates “The 64 days of Crayola.” The campaign has its own logo of 64 colored dots, arrayed in 4 rows of 16, designed to look like a view from above of the crayons inside the box.
BusinessWeek, January 26, 2007 — Standing outside Binney & Smith's Easton (Penn.) headquarters on Jan. 18, chief executive Mark Schwab stood beside a duo dressed in blue and red crayon costumes and—"ta-da!"—slipped a cloth off of the corporation's new sign. Gone was the rather staid name that the company, now a subsidiary of Hallmark, has used for 104 years. In its place was a sign that read "Crayola."
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