Relevant, Different, Better

Relevant, Different, Better

Relevant, Different, Better Ron Wagner — home-grown marketing guru and all-around mensch — has written a new book: “Relevant, Different, Better.” It offers “109 Bite-Sized Tips, Insights, and Lessons to Help You Stand Up and Stand Out.” It’s a fast, fun read, filled...
The Power of “New”

The Power of “New”

The Power of “New” In the legendary Mad Men episode titled “The Carousel,” Don Draper tells his prospective clients at Kodak the following: “The most important idea in advertising is ‘new.’ It creates an itch. You simply put your product in there as a kind of Calamine...
Just Do It. (But do the basics first.)

Just Do It. (But do the basics first.)

Just Do It. (But do the basics first.) By any measure, “Just Do It” is one of the greatest ad campaigns ever made. It ranks #4 on Ad Age’s list of the Top 100 Campaigns of the [20th] Century. Last year, Nike made almost $12B in revenue — that’s more than three decades...
An open letter re: IMA’s recent rebrand

An open letter re: IMA’s recent rebrand

An open letter re: IMA’s recent rebrand Dear friends & colleagues, If you’ve been in the room during one of my lectures on branding, you know that I always start with the “three critical elements.” For a brand to be effective, it must be three things: Different...
Democrats are the New New Coke

Democrats are the New New Coke

Democrats are the New New Coke In the spring of 1985, Coca-Cola replaced its 101-year-old formula with a new recipe. The result is the stuff of marketing infamy. But let’s recap it in 130 words: Coca-Cola’s share lead had been slipping to its rival, Pepsi, for more...