Jim Holbrook is CEO of EMAK Worldwide, a family of marketing agencies including Upshot, Equity Marketing, Logistix and Neighbor. He was formerly president of Zipatoni, an independent agency that was sold to IPG. Prior to Zipatoni, Jim served in management and marketing positions at Ralston Purina (now NestlePurina) and P&G. Jim graduated from Washington University and Vanderbilt University. More about Jim Holbrook.
My first job was at P&G. We learned all about features and benefits. Real left-brained stuff. It’s interesting to me that P&G continues to zero in on key features, and then add some ‘romance’. Gain laundry detergent, for instance.
People love Gain because it makes your clothes smell so good. But you don’t know about this [...]
I had the good fortune to hear Seth Godin (www.sethgodin.com) speak yesterday at the PMA’s annual conference in Chicago. Seth is an inspirational genius. This is how he presents – big pictures, big ideas, big battle cries!
My favorite quote from him was for us all to go forth and “solve interesting problems”. I love this [...]
The conventional marketing process used to be:
1. state the marketing problem/opportunity
2. come up with a solution
3. express it creatively
This was a very efficient approach, linear, and there were no wrong answers
(some answers were better than others, for sure)… This approach gets us coupons and discounts and such…. Hit or miss… Churn… Typical…. Expected…. But also [...]
Marketing is not an ad
Marketing is not an app
Marketing is not a friend
Marketing is not a coupon
Marketing is not 140 characters
Marketing is not a video gone viral
Marketing used to be something you did to your product
Marketing is not something you do to your product
Marketing is a service you do for your customers
Marketing engages
Marketing embraces
Marketing informs
Marketing [...]
I saw an ad in Golf Digest recently: Taylormade is giving away 20,000 6-irons… register to win. I found the magazine in the seat pocket on a recent flight, so I entered. And guess what? They just emailed me that I’m getting a free Burner 6-iron.
I began noodling the ROI of this free offer. See [...]
Change: To cause to be different; change the spelling of a word. To give a completely
different form or appearance to.
Improve: To raise to a more desirable or more excellent quality or condition; make
better. To increase the productivity or value of (land or property). To put to good use;
use profitably.
My considered point of view is [...]
