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.
With your marketing budget, would you rather:
- put it all behind marketing your product/service… or try to fit into your customer’s lifestyle?
- build traffic/trial… or build brand equity/awareness/attractiveness?
- be totally focused on one or two things… or have a wide and broad set of activities?
- take the conventional approach (FSI’s, :15’s etc)… or take an [...]
Totally focused on your product/service (rather than ads, communications, media etc)….
- Brand & Product Development
- Brand Expansion
- Brand Renewal/Refreshment
- Product Innovation
- Product Conceptualization and Planning
- Product Design Solutions
- Product Development for Retail, alternatives to Retail
- Product Development for Sourcing Alternatives
- Merchandise, Merchandising and Marketing Support – all connected together
Agency says “Here’s your product, and here’s [...]
The Facts:
- consumers have moved from passive to active (from ignorant to inquisitive)
- retailers have moved from passive to active (from real estate to community service center)
The Current Situation:
- marketing is still mainly about messaging and bribing, not about engaging
The Disconnect:
- consumers (and retailers) don’t want messages or bribes, they want more
The Result:
- ‘marketing’ has [...]
For 2010, I have sworn off french fries (so far so good), swearing (um, need some help here), artificial sweetener (using raw sugar instead), and… carbonated soft drinks. Or, ’sparkling non-alcoholic beverages’, as Coca Cola now calls them.
I’m reconsidering my no-pop resolution though, because both Coke and Pepsi are trying to make the world and [...]
It struck me today that Fidelity’s ads (print, tv, collateral, online) all use that green line, the one that paves the way to a secure retirement (but not to a tasty cheeseburger, as pointed out in one of the ads). Green is good; I get that.
But then I ran across Prudential’s Retirement Red Zone. Here’s [...]
Right after I posted my earlier post, I received a call from a friend who was chuckling, and offered the observation that some brands believe their marketing comes from ‘osmosis’… “We really haven’t done much marketing in the past few years, due to budget cuts, due to a VC buyout of our company, but we [...]
