At Issue } essential reading
"Revolutionary Road," based on Richard Yates's 1961 novel of the same name, is the latest entry in a long stream of art that portrays the American suburbs as the physical correlative to spiritual and mental death. No literary critic that I know of has ever challenged Yates's puerile social perceptions. The reflexive reverence for "Revolutionary Road" is a testament to the degree to which antisuburban sentiment is one of the most unexamined attitudes in American culture.
Isn't sale pricing the antithesis of branding? Now that stores are in full-swing with after-holidays markdowns, discounts, red-liners, or whatever else they call them, they're really telling consumers the same, basic thing: What we charged you before wasn’t what our stuff was really worth.
If you set out to build an iconic brand/logo, your best opportunity is to find a story, a market and a process that works best when there's only one.
Coverage of amateur science petered out in the 1960s, to be replaced almost exclusively by articles about Big Science, the kind that costs billions of dollars and requires an army of PhDs to oversee. But then a curious thing happened. In the last few years, some of the folks who had been spending all their time creating the Web, and everything on it, looked up from their monitors and realized that the world itself was the ultimate hackable platform.
Consumers can tell a lot about what a company stands for aside from its corporate values. A new study by MS&L, conducted in partnership with GfK Roper, examines some of the corporate values consumers today find most important and the effects of such perceptions on maintaining long-term business.
Around the world, marketing and sales executives are being asked to do more with less. It’s a demand many have heard in previous hard times, and most managers muddled through then. But the nature of the current downturn—and of the changes the marketing and sales environment has undergone since the 2001–02 recession—suggests that those who follow the survival techniques of past slowdowns risk betting on the wrong markets, customers, advertising vehicles, or sales approaches.
In a time of growing unemployment, tumbling stocks and rising foreclosures, people are finding comfort on social networking sites.
For marketers, Web 2.0 offers a remarkable new opportunity to engage consumers. We interviewed more than 30 executives and managers in both large and small organizations that are at the forefront of experimenting with Web 2.0 tools. From those conversations and further research, we identified a set of emerging principles for marketing.
Welcome back to the Year in Ideas issue. For the eighth year in a row, we have compiled an alphabetical digest of ideas, from A to Z (almost), that helped make the previous 12 months, for better or worse, what they were.
First competent mover advantage is real. The first person with a great product or story that matches the market establishes the narrative, sets the bar and forces followers to conform to her specs.