Brand Marketing Tips by Steve Poppe » davos http://whatstheidea.com Fri, 30 Jul 2010 11:19:47 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 Davos for Marketers? http://whatstheidea.com/marketing/davos-for-marketers http://whatstheidea.com/marketing/davos-for-marketers#comments Tue, 02 Feb 2010 13:40:32 +0000 Steve Poppe http://whatstheidea.com/marketing/davos-for-marketers

The World Economic Summit currently underway in Davos Switzerland should be recreated once a year for all the leaders of the advertising and marketing communities.  We should probably throw in a few economists just to keep the event grounded; after all, the real prize is money. 

The polyglot array of marketing agencies which make up client rosters today is insanely inefficient and needs to be fixed.  Some big global companies have 50 plus ad agencies. Add to that  public relations shops, direct marketing companies, digital, events/promotions, and the newly coined social media shops and you can begin to imagine the waste.  The donut and bagel budget alone must be incalculable.  And all the people needed to effectively manage these many agents is also a big honkin’ number. Plus communications, travel, entertainment, etc.  Smart agencies and holding companies should take the lead on this — but that’s not likely to happen.

Davos for Marketers will, no doubt, be held in Cincinnati and it should be broken into two parts: all agencies then agencies plus marketers.  No golf, no awards, no spousal programs, just hard work intended to optimize the silos, the workflow, outputs, integration, proper spending and measurement.  I suspect the first year will be a mess. — metal detectors will be a good idea – but the reality is, for marketers and their agents it will be an important step toward building a more effective marketing future.  Peace!

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]]> http://js-kit.com/rss/whatstheidea.com/p=1300 1 The one and only is back. http://whatstheidea.com/marketing/the-one-and-only-is-back http://whatstheidea.com/marketing/the-one-and-only-is-back#comments Tue, 29 Jan 2008 12:11:00 +0000 Steve Poppe http://whatstheidea.com/marketing/the-one-and-only-is-back

The U.S. retail business is set for a downturn, just ask anyone at the Davos Conference in Switzerland. Yet Sony seems quite rosy about its future and rightfully so. Have you seen (or bought) one of Sony’s beautiful flat screen TV’s lately? And, OMG, have you viewed any programs in Hi-Def on them? They are amazing. Sony always kicked butt in TV but now they’re back with a vengeance. 

 
If the average American spends 3 hours a day watching television and that television offers superb color, digital sound and an excellent viewing experience – and all the while those 4 little letters (S-O-N-Y) are staring you in the face — you know that quality story is going to transfer over to other Sony products.
 
Sony TV’s never really left, but competitors had been making inroads. Not any more. Quality-wise, Sony TV’s are back on top. And that is going to pull along the rest of the product portfolio rather nicely, thank you very much. Great strategy!
 

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