marketing

Bright Lights Project: JCPenney

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I’ve often written that the world doesn’t need another computer OS or power chord teen anthem band. It also doesn’t need another department store. This isn’t good news for JCPenney, which comes about as close as any to getting slotted into the player-to-be-named-later category.

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Potatoes vs. Salad

There are two trends underway in America these days, and they're about as contradictory as trends can get: marketers are chasing healthy living markets -- food, drinks, clothing, vacations -- while more people are getting and staying fat than ever before.

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What Marketing Can Learn from Fractals

Last week, I saw an episode of BBC's The Code. The series show how mathematical principles are present in our daily lives.

The second episode was about the way nature is designed. Natural phenomena actively use the principle of Fractals. A fractal is a geometric shape that repeats itself continuously. As a result, the whole object is shaped in exactly the same way as its smallest part.

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Bright Lights Project: History

Did you know that the nation's first income tax was signed into law by a Republican President in order to pay for a war (Lincoln did it in 1861)? How about the fact that the Bubonic Plague was the world's first "network virus" because it traveled vast distances aboard ships? Were you aware that the average American in the 1950s spent more time being socially engaged in community and religious institutions than we do involved with our various digital tools today?

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Chisa Needs It Only on the Ends

I may be dating myself with this headline, but I’m hoping at least a few of my readers remember those Silkience hair care commercials from the 70’s because it helps make an important point about targeting.

You see, back then Silkience was marketed as a “self-adjusting” hair care brand and its popular commercials featured three women with different hair care needs. (I haven’t been able to find the actual spot that includes the “Chisa” line, but this is a good representation the campaign.)

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Assumption Marketing

Information is really a synonym for stuff, in that our preconceptions of what we expect to find and want to know dictate both our searching and interpretation. The world around is doesn't come prequalified with meaning; the things we find, now called data because of the digital clarity which which many of our searches are realized, require us to interpret them before they qualify as knowledge.

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Say Cheese

What do cameras and sandwiches have in common? A lot, Jonathan Kaplan hopes. The creator of Flip Video, the super-simple camcorder device that provided a lot of the initial fuel behind YouTube’s early growth, has gotten a lot of press lately about his latest aspiration: The Melt, a nationwide chain of restaurants offering gourmet variations of grilled cheese sandwiches.

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Free Marketing Books for Kindle from Amazon

If you know me, you know I’m always reading a new business or marketing book.  That said, it can get expensive buying every new book that hits the market.  According to 800ceoread.com, there were over 11,000 new business books released last year alone – and I think that’s a conservative estimate.

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Bright Lights Project: Apple

I know that suggesting marketing ideas to Apple is like telling the Beatles how to write popular songs, but the brand that borrowed its name and famous logo from the aforementioned band isn't above input from outside, whether it likes to admit it or not.

 

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Bright Lights Project: Unilever

You're probably familiar with a number of Unilever's various consumer products brands, from food names like Hellmann's mayonnaise, Lipton tea, and Slim-Fast diet drinks, to its major presence in personal care (Dove, Axe, Pond's). It's kinda like Procter & Gamble only it grew up in Europe and built its empire on an aggregation of locally powerful brand names in each of the countries in which it operates versus P&G's classic topdown strategy of building its global brand names in many of the same countries.

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