It’s been a while since I posted anything but today I saw an article in AdAge that caused me to write a long response. Unfortunately my response was too long and so I am providing the full length version for those who are interested. As the former Director of Marketing for the Army Strong Campaign […]
What is one of the things that makes Apple customers so loyal to the brand? Customer Service! No matter the problem, hardware or software, you can call one number to get your problem resolved. You can even schedule the time for them to call you so you aren’t on hold. Contrast that with PC owners […]
Rosemarie Ryan wasn’t quite sure what to think as she explained to Microsoft executives the rationale for positioning the company’s new site for Web searches as a “decision engine.” While navigating the shop’s January 2009 pitch for Bing, Ryan was bewildered by the quizzical glances Microsoft executives shot at each other. “I didn’t know whether […]
The Army is launching three new nationally televised advertisements on Veterans Day (tomorrow) with the theme “Strength like no other.” The new ads are part of a campaign that will further extend the Army Strong brand. The campaign will eventually include four 30-second ads and a 60-second “anthem” spot that will air on ESPN, MTV […]
In an attempt to help the agency better understand the Army today I provided a class on how the Army does the “Military Decision Making Process.” I am looking at ways to adopt this as well as the targeting process I helped develop in 1997 at the artillery school. Al Ries and Jack Trout’s book […]