Corporate missteps provide fodder for reporters and bloggers. There is something in human nature that makes it impossible to look away from a self-inflicted company train wreck. Some leaders, like Kenneth Cole, purposely create controversy to increase brand exposure and sales. It’s a viable marketing strategy that works for his company and customers. The most [...]
Management
The death blow that leads to catastrophic business failure is rarely the cause. Companies built on solid foundations can withstand challenging economies, external events, and evolving marketplaces. Failure comes when the winds of change hit a shaky foundation. The warning signs appear long before the final closing of the doors. Planning for every possible event [...]
Love it or hate it, social media is here to stay and the time will come that you have to deal with social media bullies. When that time comes, you have three choices, make it your marketing strategy, bury your head in the sand and hope it goes away, or deal with the problem. Surprisingly, [...]
Lost opportunities and missing service The dispute between DISH Network and Media General started with a compensation disagreement and escalated to a request for FCC mediation. Until it is resolved, eighteen channels in ten states have gone dark. This leaves DISH customers and Media General viewers in limbo until the two can work out a [...]
Today’s multichannel marketplace requires marketing campaigns that cross channels and platforms with ease. The messages that attract prospects and engage customers need to be targeted and consistent. Ideally, they move people from observation to active engagement in the buying process. The need for integrated marketing is established. Why is it almost impossible to find examples [...]
