Lately it seems speakers, presenters, and interviewees start every talk, every answer to a question, with “So…” “Are there any potential toxicity problems with this new treatment?” “So…that will be addressed in the large-animal clinical trials, but at these concentration … Continue reading
During the dot-com era, we often heard: “The web changes everything.” Probably originated by investment bankers hyping internet IPOs, the phrase nonetheless took hold with marketing people who’ve come to think that 140 characters is just about the attention span … Continue reading
Branding is important, but it’s often made too mysterious. People talk about building a brand as if you can’t have one without a consultant, many lengthy meetings, and sacrificing a pigeon or two. When working with clients on branding I … Continue reading
A major technological revolution in the 1980s changed marketing forever, transforming “direct marketing” (DM) into mainstream practice instead of a fringe occupied only by specialty catalogs and ads in the backs of magazines. No, the technology wasn’t the web. It … Continue reading
In my 40 years, direct marketing has gone from niche to mainstream. If you’re not into direct marketing – you really are, you just haven’t realized it yet.