In the CEO Afterlife

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What Ever Happened to the Pepsi Generation? | In the CEO Afterlife

In the CEO Afterlife

The concept of a Pepsi advertising campaign designed to capture America’s youth had its roots in the 1960’s. Pundits attribute Coca-Cola’s rebound to the reintroduction of Coke Classic and better marketing and advertising. Seemingly they believe that a return to comparative advertising is the way to go. I don’t think so.

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Beer Branding: Image is Still Everything

In the CEO Afterlife

Oh sure, everyone tries to resuscitate their beloved brand with scads of Hail Mary endeavors ranging from “cool” package design to “cutting edge” advertising. But once your brand is on the outs with the prime target group, cardiac arrest sets in. All have failed to maintain mass brand appeal over the long haul.

Brand 225
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Kellogg’s Special K: On a Slippery Slope

In the CEO Afterlife

I have been a big fan of Kellogg’s since my days at the Leo Burnett Advertising Agency in the early 1970’s. Whether it was an advertising campaign, a new product or a line extension, Kellogg’s marketing was extremely disciplined and strategic. Here was an organization whose brand and company name stood for healthy breakfasts.

Brand 227
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What Not to Do When Business Sours

In the CEO Afterlife

Having come out of a consumer goods background, I’ve seen many a case of cuts to the advertising budget. I think there is a case to be made when a campaign isn’t working – it is better to stop that advertising, stop putting good media money into bad creative and start working on something better.

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In Marketing, the “C” Word Cannot Exist

In the CEO Afterlife

Branding Leadership Marketing Strategy Advertising Consurmer Packaged Goods Social Media Theodore Levitt Vision' That can mean re-designing the traditional marketing department to include an infrastructure for social media, and a chief content officer position.

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10 Insights from the 100 Most Creative People in Business

In the CEO Afterlife

This takes me (John Bell) back to my days in advertising at Leo Burnett. We expect all advertising Creative Directors to be creative. It was Leo who said, “When you reach for the stars , you might not get them, but you won’t come up with a handful of mud either.”. #79 79 Rachel Shechtman – Founder, Story.

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When to Take My Name off the Door ? by Guest Blogger Leo Burnett.

In the CEO Afterlife

44 years have passed since Leo delivered this speech and much has changed in the world of advertising – but not the values and tenets of his message. or “Ajax Advertising” or something. That will be the day when you spend more time trying to make money and less time making advertising – our kind of advertising.