Let’s take a moment to marvel at the marketing machine called Apple. Cool, shiny, game-changing products. A customer base that camps out outside its retail stores even during a recession. Quirky, jumpy, but cool (that word again) advertising. Sure, you may be sick of it. You may not be an “Apple fanboy” or girl. You […]
Read More
Every product or brand strives to market to a certain kind of consumer who seems most likely–either because of the consumer’s demographic or the product’s unique selling features–to embrace the brand. There are customer relationship management systems available that can sift through thousands of characteristics to paint a portrait of what the ideal customer for the […]
Read MoreMy friend texted me with the news: he had procured a vinyl edition of the recently released reissue of “Ram,” Paul McCartney’s second solo album. The album, initially released in 1971, contained the hit Admiral Halsey (“Hands Upon the Water”) and was the last of the “homemade” albums before Wings’ 1973 hit “Band on the […]
Read MoreMarketing can be a lonely enterprise. Sure, at first it’s fun to know you have a hand, or maybe an entire arm, in fashioning a message for your product or client, but soon enough the marketer is confronted with the “down in the weeds” decisions over medium (print, TV, Web?), message, cost, and reach (who […]
Read MoreThe Website 24/7 Wall St. has come out with its list of 10 big-time American brands predicted to be no longer marketing by 2013. The list says a lot of about the relentless nature of having to build a brand even when the product is as motionless as a possum. Or, the product may be […]
Read More
