I’m writing from the Delta Sky Club in San Diego today as I wait for my return flight to Cincinnati after a whirlwind iMedia Brand Summit. My keynote speech yesterday went very well and I got to hand out 400 copies of my new book to an audience of brilliant digital marketers. I got to meet many of them, and, thankfully, my Twitter feedback on the presentation was strong! I’ll share more of my experience and lessons from iMedia in the next few days, but for now I wanted to share an article that I wrote for Adweek, which just hit today.
In this piece I put traditional equity building ad campaigns in the crosshairs and call out several examples of big brands that have failed to turn themselves around despite big spending and slick, celebrity-laden ad campaigns. Meanwhile, a handful of companies are making tremendous revenue and equity gains by creating marketing that actually adds value to people’s lives.
Take a read and let me know what you think!
Bob, I’m enjoying the book so far. I like the thinking behind it and thought I’d drop you a line to tell you that our Ortho brand has launched into the mouse/rat control category with a new trap that is “Safe, Simple, Clean” and we are giving away free traps to schols, as they are kid/pet friendly along with information about how rodents spread germs and how to know if you have them in your house. Check out orthohomedefense.com for more. I’d love to have you come in and present to our marketing and sales team if you are interested.
Thanks for the kind words, Kip! I’ll shoot you an email to follow up, as I would love to come out and talk with your team.
Bob
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[...] how brands that lack innovation can win by adding value, and last year this article I wrote in Adweek showed how brands such as Gatorade and Ask.com have hurt sales by continuing to trot out new ad [...]