In 1985 Coca Cola made a decision which almost sent the monolithic soda company down the drain. 1985 was the year the Coca Cola Company introduced ‘New Coke’ – a sweeter formulation of the popular Coke beverage. The company, having invested considerable resources in formulating and researching New Coke, were so assured of the impending success of the new cola product they pulled the original Coke soda from the market upon introducing new taste cola. This proved to be arguably the biggest mistake in the history of the company.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
Have you ever wanted to make a difference but didn’t know how? Have you ever wanted to be a part of something that created an impact bigger than yourself? How about a desire to install change that would have an ever lasting effect on today and everyday forward? Well you can…
I could be described as the teams’s cultural antiquity, but before my younger colleagues begin carbon dating me I thought I might voice an opinion or two about the wonders of the internet as a marketing geriatric.
These days, even the Home of the Bewildered has a computer and an internet connection so I think it’s fair that I offer my perspective despite my colleagues raised voices and vigorous objections. I can’t talk techno babble, I’m illiterate in that department so all I have to offer is plain old smart speak.
TV advertising can get a bit stale sometimes. Many businesses make the mistake of thinking that content is the only place for creativity. But it shouldn’t stop there. There’s length, format, placement, stations, programs, time slots, frequency of rotation and much more to consider. All it takes is some ‘outside the box’ thinking…
There’s one question on every business man’s lips. It’s a question which is always at the forefront of discussion, especially in a so-called ‘recession’ – there I’ve uttered that filthy word. It’s a question which, according to economic rationalists, doesn’t require an answer. As one said to me recently “The answer’s obvious”.
The question of course is, should we advertise and market in today’s perfect, economic storm? I have my own rules in reference to this so let me introduce you to some ‘Robinson’ logic, acquired over plenty of recessions and forty years of marketing.
RULE 1. Never market, promote or brand yourself when nothing is happening!
RULE 2. ‘Nothing’ is never happening!
I had a fantastic customer service experience on the weekend, and being a huge fan of giving credit where credit is due, I thought I would share my experience. This particular service experience also got me thinking about how the global economic slowdown is affecting the manner in which consumers are shopping, and the implications of these changes on their associated expectations and feelings about the act of purchasing.
With the number of emails in my inbox on the rise, there’s no doubt that customised emails and newsletters are having to be more and more innovative and catchy to get my attention. Although with this, has come a strange phenomenon…