Wednesday, November 27, 2013

The gap between The Coca-Cola Company and The Gap

Two articles grabbed my attention over the last couple of days. One talked about The Gap suspending advertising in the fourth quarter in the United States. And one talked about The Coca-Cola Company suspending advertising in The Philippines. One company got it absolutely right, and one is stuck in 1995.

Let’s review…

Friday, November 15, 2013

The memo the print media didn't get: increase ad rates with every decrease in readership

As many of you are aware, I have recently become a published author, in collaboration with my good friend Joseph Jaffe (@jaffejuice).

Our book “Z.E.R.O.; zero paid media as the new marketing model” has been out for a few weeks and we are beginning to have truly interesting conversations with readers all over the whole world.

One of our contentions in the book (and one where, according to Joseph, I am more bullish – in a bad way for the industry – than he is), is that “the big one is coming.” Big what?

This: If you look at the sum of current trends, traditional media is incrementalizing itself out of the marketing mix. Permanently. And if you, as an advertiser, are not prepared to evolve into a different mix, you/your brands will likely go the way of Blackberry, Kodak, Pets.Com, print media, the Dodo and the Dinosaur.

So let’s look at the facts.