5 MISTAKES BRAND MANAGERS MAKE

During the years I’ve worked with various brands and brand managers, and have studied other brands to see how they’ve been developed, I’ve spotted some mistakes that brand managers make on a regular basis, which can often be the difference between failure and success:

Relying too much on data and research: Let me make this [...]

MINE!

Mine.
The favorite word of two year olds everywhere is now the name of a new magazine and concept from Time Inc and American Express Publishing.
The concept is intriguing. Instead of paying for several magazine subscriptions, readers complete a detailed questionnaire about their likes, dislikes and interests. Content is then pulled from Time Inc.’s suite of [...]

TRUE FRIENDS OR PERFECT STRANGERS?

Seth Godin posted a thought-proving blog entry about Dunbar’s 150 friend theory.  If you’re not familiar with Dunbar’s 150 friend theory, put simply it’s the fact that the human brain is hardwired for no more than 150 ‘friend’ connections. Anything more than that and we phase friends out to achieve stasis at 150 friends.
So according [...]

COUCH THERAPY: IS YOUR BUSINESS MODEL DEPRESSED?

Depression hurts. We all see the commercials that we are bombarded with during the news. You are depressed. You have high blood pressure and your cholesterol is through the roof. Hell, you might even be depressed because you have high blood pressure and that is leading to ED and then you are just depressed again. [...]

RISK TAKING IN MARKETING

EXCERPTED FROM: PERSPECTIVES ON MARKETING
Is a risky concept worth trying if failure means potentially losing the account (or, for a marketing director, losing your job)?
Risk-taking is a major part of life and can bring tremendous rewards. It’s important to remember, however, that risk-taking can be extremely dangerous if the risk involves tampering with something that [...]