Marketers of the Year
Quick: name a hot teen fashion item that’s gray, extra wide and completely lacking in deep pockets. Answer: that darling of over-30 joggers, New Balance. Focus, and deft trade work, got it there.
It was the height of the back-to-school selling season at the Foot Locker store inside the Beverly Center in Los Angeles. Over the space of 90 minutes, even someone with just a little knowledge of the shoe industry could
Marketers Of The Year
A sleek new cellular phone may not be the average person’s idea of a must-have accessory, but Nokia found a way to mix style and substance with great results.
The revival of the provocative musical Cabaret on Broadway in May 1999 took place at the reopened Studio 54, the notorious nightclub where the rich and famous once gathered to party and consume copious amounts of drugs. Amid the repackaged decadence, the handpicked
With so many Americans obsessed with financial news and invested in the stock market, events like IPOs now represent irresistible brand-building opportunities. As a result, Wall Street has become ground zero for often-bizarre marketing stunts.
For those of you who think you’ve yet to earn your stripes as a charter member of the New Economy, consider the following questions: Do you check stock quotes or track mutual fund growth on the Web? Do you subscribe to
Not every hot-product story represents a triumph of marketing. For scooters, Harry Potter and MP3, orchestrated spin was almost incidental to their success.
Chicago-area skateboarder Steve Moore, 34, happened into a local sporting goods store in April and almost instantly became part of a nationwide craze that cannot by any stretch be considered a triumph of marketing and positioning.
“There was the Micro from Huffy, and I was just taken with it,” he enthused about a
Sometimes, when celebrating marketing, as we grandly do in this issue of DLandroid24, it’s useful to step back and remind oneself of the limitations of marketing. Survivor, scooters and dot-com debris each leads us by a different path to a healthier perspective on what we should reasonably expect from the discipline.
Perhaps my perspective is odd on this, but amid all the hoopla about the advertising and product placement pyrotechnics surrounding Survivor, I kept
They’re barely established as brands, but that’s not stopping e-tailers from going private label.
When Kevin Appelbaum was a brand manager at Procter & Gamble, few things were more galling than discovering his closest retail accounts selling suspiciously familiar looking bottles of azure-colored dishing-washing liquid. “I’d see a Dawn-like, blue-liquid private label that was priced 50% below mine and it was infuriating to me,” said Appelbaum.
But that was 10 years ago and much has changed.