Pinboard (jerryking)
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recent bookmarks from jerrykingAdvertisers Try New Tactics to Break Through to Consumers - WSJ2017-02-07T19:55:36+00:00
https://www.wsj.com/articles/advertisers-try-new-tactics-to-break-through-to-consumers-1466328601
jerrykingadvertising Johnson_&_Johnson backlash location_based_services Coldwell_Banker precision target_marketing playbooks sponsored_content marketing Netflix offensive_tacticshttps://pinboard.in/https://pinboard.in/u:jerryking/b:11afc682de3e/Bubbling Up2012-05-12T02:16:23+00:00
https://docs.google.com/document/d/1TA1aHkNTNPYRt4mwjawwK-ubYIjlVLGVIZpev17AapM/edit
jerryking>innovation<<—abandoning our existing product for a new one would cure our ills. After the debacle, we reached out to consumers, and found that **they wanted more than taste when they made purchase. Drinking Coke enabled them to tap into the Coca-Cola experience, to be part of Coke's history and to feel the continuity and stability of the brand**. [i.e. = " pick causes bigger than yourself "] Instead of innovating. we should have renovated. Instead of making a product and hoping people would buy it, we should have asked customers what they wanted and given it to them. As soon as we started listening to them, consumers responded, increasing our sales 9 billion to 15 billion cases a year.]]>Coca-Cola Pepsi market_research marketing renovations growth CMOs product_launches kill_rates brands customer_expectations customer_insights culling mistakes beverages contra-innovation innovation contrition hiring-a-product-to-do-a-specific-job declining_sales failure new_products pick_causes_bigger_than_yourself backlash recipes signature_dishes New_Coke product_failureshttps://pinboard.in/https://pinboard.in/u:jerryking/b:6ce85d23f471/Beware Social Media Snake Oil2009-12-08T02:24:49+00:00
http://www.businessweek.com/print/magazine/content/09_50/b4159048693735.htm
jerrykingsocial_media backlash Stephen_Baker marketinghttps://pinboard.in/u:jerryking/b:c0a3427eb647/