Entries by cultmarketing

Apocalypse Now and Marketing Myopia

Bob Garfield wrote a lead piece in Advertising Age documenting the collapse of the traditional media model. He noted the demise of major media powerhouses like The New York Times, WSJ, San Francisco Chronicle, the Tribute Co., Clear Channel and many others. He addressed the difficulty with reaching consumers with the rise of DVRs, satellite […]

The Steinbeck Factor™

“The best laid plans of mice and men often go awry” – from the Robert Burns poem, used for a novella title by John Steinbeck. In marketing parlance, it means: sophisticated marketing plans undermined by an ill-advised comment from an associate. The perfect retail design butchered in the field. Product failures. Lousy service. Et cetera. […]

Demise of Apple?

I suggested that Ford was toast in a blog from 2006. Now add Apple to the list. One of the great cult brands in history is turning it’s back on its core (excuse the pun) customers and pulling out of Macworld next year. Steve Jobs is not giving the keynote address. Philip Schiller, Apple’s senior […]

Where is the Creative Line?

The debate between edgy and inappropriate creative has been hotly disputed over the years. Is any PR good PR? Does awareness of any kind justify the means? It’s well known that most of the corporate world has suppressed the edgy type of creative that agencies love. It’s pretty rare that a client says “more cowbell.” […]

Shake the Curse Campaign

Is it possible to create a viral campaign and measure its impact? We’re about to find out with an experiment in action called Shake the Curse. Background: When the Columbus Blue Jackets came to town, the excitement levels were off the charts. There was buzz everywhere, the team had years worth of sellouts, and ESPN […]

How do you inspire Brand Evangelism?

Every company wants more buzz through viral marketing. How do you approach it? Who can handle it for you? How do you measure success? There are several key issues that must be addressed in the process. #1. How do you define brand evangelism? What are the criteria that must be met to be considered a […]

Do you have a fat strategy?

Most everyone has heard that the U.S. has a weight problem. But, it’s more than just a health care problem, it’s also a big issue for retailers. Cult Marketing just wrapped up a customer study for Tweens Brands (Justice and Limited too stores, girls 7-14) and this issue popped up to the forefront of the […]

Upfronts

Let the schmoozing begin! The drop in TV upfront spending is another sure sign that the traditional mass model is in trouble.

A Dangerous Analysis

Return on Investment: the ratio of money gained or lost on an investment relative to the amount of money invested. Pretty easy to measure in a controlled financial environment. Impossible – and potentially dangerous – to measure in a marketing environment. The long-standing quote from Wanamaker – “I know that half of my marketing is […]

Cult Marketing and movies

First there was the Blair Witch project. Then Napolean Dynamite. Now Borat. The one thing they all have in common is a non-traditional marketing approach. All three have created a significant amount of buzz and hype.