Musings of a Marketing Maven

A while ago, Forrester Research analyst Brian Haven asked who’s at fault when there’s a serious disconnect between the brand promise conveyed by the advertising campaign, and what a person experiences later. Is it the agency or the company (brand owner) that’s accountable?

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I love my iPhone not just because it’s an object of beauty in its own right, but because the experience of using it is so pleasurable, so much of the time.

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The brands I admire most have a long-standing commitment to their core principles, the things the brand stands for in the mind of consumers. Whether you like the brand or not, you know what it stands for.
I suspect that one of the reasons brands tend to zig and zag so much is the impact of [...]

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There’s a real tension in Corporate America between the individual’s desire for creative expression — to make a mark — and the corporation’s desire to cut costs.
When that individual happens to be a product manager, a marketing or brand manager, or a “creative,” it’s not uncommon for them to drive new variations in how the [...]

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