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Druggies, Lipitor, and Their Agents

Abe Kasbo He is the Michael Jordan of the chest cavity...and a peddler of Pfizer's cholesterol drug, Lipitor. For the past 2 years, this non-practicing MD, Dr. Robert Jarvik, has lent his name and his fame to Pfizer and now Congress wants some answers. So what? For starters, this ad campaign is the equivalent of Gatorade's "Be Like Mike" Campaign. "Be Like Mike Jarvik" that is...take Lipitor, you can run, row, hang out with your son...and if Dr. Jarvik, a heart expert, is ... Read more

Advertising May Bring ‘Em In, But Customer Care Keeps ‘Em

By Abe Kasbo This is the tale of 2 stores, or so it seems. The first has a first class integrated advertising campaign, both visually stunning and memorable campaigns across all media. The other isn't quite that prolific with their advertising, it's a bit more expensive and we get some direct mail from the place every once in a while. So when my wife and I needed some items last weekend, we decided to go to the former rather than the latter ... Read more

NBC Refunds Advertisers, Cats Shacking Up With Dogs.

By Abe Kasbo What gives? While some outlets routinely provide make good for failing to reach guaranteed audience levels, The Tiffany Network is dolling out cash to the tune of $500,000 for each advertiser. This unprecedented move seems puzzling yet impressive. While I'm still trying to make sense of this move, it makes me think about what newspapers have to say. Afterall, newspaper circulation is down significantly across the board. So why do their rates keep climbing? It's time for newspapers to adjust their ... Read more

Is Your Business Relevant to Your Customers? Food For Thought

By Abe Kasbo So I went to a magazine launch party tonight. I needed to eat...we arrived late and I went in search of shrimp. By the way, the food was great, the event was wonderful and it seems like these guys just might cut through the clutter in their space and produce a good product. I am rooting for them. While the food satisfied my hunger, there was something à gauche and I couldn't put my finger on it. I finally figured ... Read more

Weighing in on User Generated Content

By Abe Kasbo Companies have been shying away from allowing users to generate content to represent their brand, and rightfully so. It's perfectly rational that businesses ought not surrender their brand equity to the masses, or more importantly, the individuals who may have the ability to adversely affect their business by getting content out to the masses. The arguments against user generated content range from lack of standards for the medium, to fragmentation of technologies and audiences, and measurement. But what if brands ... Read more

Media Synergy Is Important – Part I.

By Abe Kasbo: We often advise our clients to strategically "own" media. In other words, develop a media plan within the overall marketing plan that allows enough frequency of your message in particular media to reach your audience. It's also important to identify goals for each medium, for example: "call to action" in the papers, brand awareness for television, and brand interactivity for the web, etc. Marketing and advertising media integration is the corner stone of media synergy. Media synergy allows your message ... Read more

Of Viral & Word of Mouth Marketing…The Consumer Is Loud & Clear

By Abe Kasbo A couple of days ago a report issued by Delloite's Consumer Products group said that consumer online reviews strongly influence purchase decisions. Online consumer reviews are the "pimp my ride" version of "this is not your father's Oldsmobile," the highly effective, ever selective, never underestimated power of word of mouth. So this report confirms what we know about how brands are created and built. By the consumer, and the internet is the ultimate word of mouth play, because it roars. ... Read more

Choosing Your Identity and Market Messages – Think From the Customer In To Your Business

By Abe Kasbo We've all been there. hunkered down, coming up with names for our businesses, products, and so on. And let's face it, some of us have come up with some good ones and other, well, not so good. But what's the difference between the good and not so good? How do you know? Let me give you an example. About 18 months ago, we decided to change the name of my firm from Integrity Worldwide to Verasoni Worldwide. Why? We were ... Read more

What’s That Eating At Your Brand? Could it Be a Rebate?

By: Abe Kasbo I'm a subscriber to Verizon Wireless. Been with them for about 8 years, and for the most part, I am very happy with the company's services. I often recommend the service to family and friends. So when I got a wireless data card from them two months ago, I expected the same level of service. I got it. Feels good. Their brand equity in me spiked. I was happily up-sold. Should make their marketing and sales folks break open ... Read more

Speak Directly & Your Message Will Carry A Big Stick

By Abe Kasbo There are certain tendencies in almost every industry to communicate to the market in sector specific lingo, and actually believe it will deliver results. This lingo usually leaks into advertising, marketing communications, and worse, the language between the business and its customers. This isn't good for both the business and its clients. Let me explain by giving you an example from health care. (Not singling out health care here for any reason, and this practice is pervasive in many ... Read more

For Smarter, More Effective Marketing, Think Inside the Box

by Abe Kasbo [This article was published in Strategic Healthcare Marketing's May, 07 issue] Yes, I am encouraging hospital CEOs and chief marketing officers to think inside the box to build successful marketing campaigns that positively contribute to their organization's bottom line. Successful corporations tap this kind of thinking every day. Anyone whose kept a keen eye on recent advertising and marketing trends fully recognizes that the increasingly potent cocktail of media fragmentation, greater advertising clutter, Internet influences, and subsequent consumer control over media ... Read more

Branding Strategies Are Only as Good As Your Brand Distribution Plans

By: Abe Kasbo Successful brands have some common elements. They are usually recognizable; consumers have a distinct feeling or affinity about what these brands represent to them. And consumers tend to internalize the brand. Internalizing the brand simply means that consumers tell themselves stories, or rationalizing, about why they are loyal to the brand. But to get to that point takes a carefully planned and executed brand distribution plan. This takes the business message and gets it out to your customers. In the ... Read more
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