All posts tagged: marketing

Is your brand too abstract

Is your brand too abstract?

Coke’s new campaign direction feels like a push back towards product-focused advertising. The decision to move away from the more abstract concept of happiness towards a campaign that focuses much more specifically on the taste and the bottle begs the question: are marketers trying to be too clever? Have we forgotten that we’re here to sell?

Many roads, one goal

New presentation: Many roads, one goal

Many Roads, One Goal is based on my most popular blog post ever. It’s about why it takes more than one strategy to find the best strategy and how you can develop a portfolio of strategies to overcome challenging times, implement and test them in batches, and then manage the portfolio down from many to whatever the market has revealed works best.