By letting someone else do the heavy lifting! One of the things I admire about the Rolling Stones is how they have managed to keep on rockin’ after all these years! They’re a worthy study for that reason and for how they have managed to maintain a brand over 4 decades. A strategy they employ […]
Ted Turner’s media empire started with his acquisition of a run-down cable station in the days before cable was cool. He put on programming that was older (and cheaper!) like Gilligan’s Island and The Andy Griffith Show. He sold advertising based on the simple fact that since most of the programming was in black-and-white, advertisers’ […]
Simple Answer: Efficiency! By improving your operations, you get more efficient, which means you better utilize your existing investments and assets. Because there is no additional investment, and because you’re getting higher performance out of what you’ve already got, you automatically widen your profit margins. You can do this without raising prices. How do you […]
Constantly. I said in an earlier post that you should CHANGE a strategy or campaign only when it STOPS performing. That is, when it stops performing at an optimal level on a consistent basis. Exactly how you measure “optimal” is up to you. You may find that even if the strategy isn’t working at as […]
When it stops working. Not when YOU get tired of it, not when you think the market wants something new, not when some expert tells you it’s time for a change, and not just because you’ve had it a long time. You change a campaign or strategy when the results you sought stop appearing on […]
“Word of mouth has become word of keyboard,” stated an article in Futurist magazine last spring. Instead of seeking so-called “experts”, consumers today let their fingers do their talking and interact with other consumers to decide what, when, how and why to buy. You probably shop this way, too. So welcome to the revolution! Not […]
I published my first book in 2007, the same year as the birth of our son. That was all done very much by design. I wanted him to be able to say that his dad was an author who wrote his first book the year he was born! He’s 17 months old now, and though […]
One would assume that a SWOT analysis of the Heart Attack Grill would lead to the conclusion that the increased focus on health and wellness would be a “societal factor” that makes this concept unattractive. If one were to reach that conclusion, one would be wrong, and one would be advised not to tell the folks over […]
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