Vol. 3 , No. 47     November 25, 2003


In this Newsletter:

  1. Are Marketers Chasing Rainbows?
  2. SWOT Team Debates Digital Versus Print
  3. Making Marketing Matter: Stretching the Bounds of Marketing with Columbia’s James (Mac) Hulbert
  4. The Marketing Scenario: A Reality Check on Your Marketing Strategy
  5. How We Confuse the Heck Out of Our Customers
  6. Game Over: New Rules for Advertising
  7. Small Business Branding: The Personal Connection

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Michael L. Perla
Are Marketers Chasing Rainbows?

Author Andrew Ehrenberg says that many goals in marketing are unrealistic and are doomed to failure from the start.

Are marketers chasing rainbows in setting impossible objectives around sustained growth, brand differentiation, persuasive advertising, profit maximization and knowledge management?

Get the full story.

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Tamara Halbritter and Hank Stroll
SWOT Team Debates Digital Versus Print

When an organization is trying to build a professional image, should it attempt to save money on professional printing by opting for lesser-quality color copies? Join the conversation.

Also this week: How do you develop a coherent Web marketing strategy?

Get the full story.

Roy Young
Making Marketing Matter: Stretching the Bounds of Marketing with Columbia’s James (Mac) Hulbert

Dr. James (Mac) Hulbert retired recently as Professor of International Marketing at the Columbia Graduate School of Business. A businessman as well as a scholar, Hulbert has also taught in executive development programs around the world and consulted with many multinational companies, including 3M, IBM and GE.

Read his take on how marketing can be most valuable to organizations and the changes marketers will need to succeed in the future.

Get the full story.


A Note to Readers

So Long, Good Buddy?

Greetings, discerning readers.

John Dvorak had a fun piece in PC Magazine last week: “Co-opting the Future.” In it, he skewers Weblogs and bloggers, suggesting that blogging is overhyped and not nearly as revolutionary as some would have you believe.

“We’re told that blogs will evolve into a unique source of information and are sure to become the future of journalism,” Dvorak writes. “Well, hardly.”

In his view, two things are working against blogs. The first is the wholesale abandonment of blog sites by bloggers who either find that they have little to say or can unearth no way to monetize what interesting stuff they are saying. (One of Dvorak’s readers comments that the phenomenon is a little like the CB craze of a few decades ago, where people were awed by the new communication platform and then quickly bored by it.)

The second thing working against blogs is the “casual co-opting” of the blog universe by Big Media. “So much for the independent thinking and reporting that are supposed to earmark blog journalism,” he writes.

Dvorak says, “So now we have the emergence of the professional blogger working for large media conglomerates and spewing the same measured news and opinions we’ve always had—except for fake edginess, which suggests some sort of independent, counterculture, free-thinking observers. But who signs the checks?”

Take a look at Dvorak’s column and tell me what you think. As always, your feedback is both welcome and valued!

Until next week,

Ann Handley


Last Issue's Top 5

  1. Take a Stand for Your Brand
  2. Making Marketing Matter: Build Its Brand Within Your Organization (Part 2 of 2)
  3. Experiencing Value
  4. SWOT Team: Customer Loyalty in the Midst of Change
  5. RSS for the Real World
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Dan Herman
The Marketing Scenario: A Reality Check on Your Marketing Strategy

The Marketing Scenario translates your professed marketing strategy to simple, everyday language.

How will marketing play out in reality? How will your marketing goals materialize?

Get the full story.

Sean D’Souza
How We Confuse the Heck Out of Our Customers

One simple factor -- one little tweak -- will incite your customers to buy. Instead of confusing them, you'll be inspiring them.

Sean reveals what most businesses tend to miss.

Get the full story.

Stephen Shaw
Game Over: New Rules for Advertising

If ad agencies are to serve the increasingly complex needs of their clients, they must purge themselves of their obsession with TV. They must offer more visionary thought leadership (a role they abdicated long ago to the management consultants).

They must distance themselves from their own self-serving brand dogma, used mainly to rationalize mass media expenditures.

Get the full story.

William Arruda
Small Business Branding: The Personal Connection

Thanks to the Internet, your competitors are no longer just the businesses down the street. They are the businesses in the next town, in the next country and even on the next continent.

So, as the leader of a small business, how do you succeed in a dynamic world of increasing complexity with a much larger set of competitors?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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