Monthly Archives: March 2011
A Brand That Never Grows Old
Date: 3/31/2011 By: Bill Field Comments: 9"Opening Day" and "Play Ball" - words that are certainly music to the ears of any baseball fan on this glorious day as baseball is back. It signifies optimism among fans across the nation who hope that this could be their year. Everyone starts out 0-0, a blank slate that will be filled in 162 times across the long dr ....
Keep Your Clients Close
Date: 3/17/2011 By: Bill Field Comments: 2Any service business needs to subscribe to the axiom of "once a client, always a client." Experience dictates that it is far more expensive to cultivate new customers than it is to retain current ones. Loyalty goes two sides of the street. Brands, channels and consumers need to live in continual harmony to achi ....
Who Took My Brand?
Date: 3/10/2011 By: Bill Field Comments: 0There has been a lot written on the subject of "brand hijacking" including a great book - Brand Hijack: Marketing Without Marketing by Alex Wipperfurth. It can be both a blessing and a curse, depending on the brand marketeer's point of view. This past weekend Wall Street Journal columnist, ....
Cookie, Cookie, Cookie
Date: 3/2/2011 By: Bill Field Comments: 4It's that time of year again. You see lots of visibility and hear conversation about Girl Scout cookies, albeit in different forms - like Twitter, Facebook and through other digital means. Is there a better marketing success story than Girl Scout cookies? Tough to replicate a brand that doesn't do any advertisi ....
