Reading an article about BMW’s recent marketing campaign “Joy” made me think about the trend toward positive approaches in marketing. It would appear that the slow recovery from the “Great Recession” has made consumers wary of the doom and gloom messaging that is both popular and often very effective in ad campaigns.
Besides BMW, there have been [...]
I came across a marketing initiative from Volkswagen recently called “The Fun Theory.” It is based on the premise that “something as simple as fun is the easiest way to change people’s behavior.” It’s a really interesting study of the power of a great idea. The site also invites visitors to share their fun ideas; [...]
Well maybe that was not their original intent, but the Federal Trade Commission’s recent announcement that it has updated its rules governing endorsements and testimonials will challenge some marketers to be a little more creative in their approach.
We all know the value of a customer testimonial or an objective third-party endorsement. Done well, they are [...]
I was reading an article the other day about a 3M research scientist who created a breakthrough composite material used by dentists. She was able to accomplish such a feat by venturing outside 3M’s dental products division and partnering with another one of the company’s research labs. Instead of staying within her “silo,” the scientist [...]
It was one of the first questions I was asked when interviewing for my current position a little over 10 years ago. It was a good question then, and it is a good question now.
My glib answer (not the one I used in the interview) is usually, “I take credit for other people’s work,” which [...]
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