Helping good people build great brands.
Walmart is the largest bricks-and-mortar retailer in the history of the world. This has been the case since 1989.
But think about how many other retailers have grown successfully since then. Here’s a partial list:
Target. Nordstrom. Costco. Amazon. Zappos. Alibaba.
Continue reading “The Thing About Goliath”
(Reading Time: 7 minutes)Quick show of hands: Do you have a marketing budget of five million dollars?
And if you did, how would you feel about spending it in 30 seconds? Because that’s exactly what last night’s Super Bowl advertisers did. Repeatedly.
That’s nearly $167,000 per second – more than most Americans earn in an entire year.
So I trust you’ll forgive me if I approach the Super Bowl ads, and the surrounding fanfare, with a healthy degree of scrutiny. I’m a brand guy – always have been – but I also know this: If it doesn’t sell, it’s bad branding.
And, based on history, most of last night’s ads did not sell. Continue reading “Six Important Questions for This Year’s Super Bowl Advertisers”