There's an interesting disagreement between Jim Stengel and Simon Clift, former CMOs of P&G and Unilever: "Who is Right: P&G or Unilever?". Jim is in the process of writing a book and teaching a UCLA class on the role of purpose and ideals in business. He invited Simon Clift to talk to students last week and probed on the different ideals of two different Unilever brands. Jim asked Simon how he felt about "the juxtaposition of Dove's Brand Ideal of improving women's self esteem with…
"Social Media Monitoring" cartoon | Marketoonist | Tom Fishburne
This cartoon is part of a series I developed with Motista to parody the state of traditional market research. Motista is giving away a signed print of this cartoon to the first five readers who share a comment or suggest a cartoon idea at the Motista blog.
friends, fans, and followers | Marketoonist | Tom Fishburne
In the social media bandwagon, brands place a lot of emphasis on the absolute number of friends, fans, and followers. They treat that number as a proxy for how well the brand is reaching its audience. The assumption is the bigger the number, the more effective the outreach. Six years ago, Häagen-Dazs followed a consumer landgrab strategy with a loyalty program that aimed to build a 500,000 member database of "loyalists". The focus was on quantity, not quality, and the tactics to grow the…
"Target Market" cartoon | Marketoonist | Tom Fishburne
In marketing, one size does not fit all. One size fits none. Many brands try to be all things to all people. General Mills CMO Mark Addicks once commented that too many brands were targeted to "women, ages 25-49, with a pulse".