So, you own a herd of beef cattle and so does your neighbor. The cattle graze in adjacent fields with the same grass, soil and climate. They are cared for in identical manners. You both engage the same veterinarian and are serious about the health of your herd. You and
The Kobayashi Maru. Star Trek fans will recognize the name from the 1982 film, Star Trek II: Wrath of Kahn. The Kobayashi Maru is a test that would have guaranteed the destruction of one of two opposing ships and forces cadets to deal with a no-win scenario. James T. Kirk
Direct mail. An industry synonymous with a race to the bottom where the lowest price historically conquers all. It’s not uncommon for loyal clients to jump ship from agency to agency for an infinitesimal savings of fractions of a penny per printed piece. So how do you decommoditize direct mail?
“There’s a sucker born every minute” is a famous quote attributed to the incredible showman, storyteller and marketing genius, P.T. Barnum. Yet the credit should not go to him. David Hannum is the rightful owner of this often-quoted statement, and he first issued it as a jab toward Barnum and
The Trojan Horse doesn’t conjure thoughts of honorable warfare. It’s definitely not something you’d associate with one of the top 100 most loved brands in the world. But at age 11 I was fully caught in the crosshairs of a diabolical marketing scheme that took the public by storm. The
Has Content Creation Reached It’s Tipping Point? The term Tipping Point was coined by Malcolm Gladwell in his book of the same name which seeks to explain and describe the “mysterious” sociological changes that mark everyday life. As the subtitle sums up perfectly, “The Little Things That Make A Big
One of the defining characteristics of a commodity is when a unique feature becomes so common, that consumers feel they can easily interchange it with other alternatives on the market and not notice a difference. In television, there is no bigger commodity than the American Sitcom, yet networks continue to
It’s 2022 – Time To Decommoditize Your Content One of the biggest trending topics over the 2021 holiday break was the latest release in the Matrix franchise. The movie played with the theme of the general public’s overall indifference toward content and how content itself has essentially become commoditized. Much
“I want you to hit me as hard as you can.” For the few of you who can’t identify the iconic quote from the movie Fight Club be warned the statute of limitations is over and there are some spoilers coming in this video. Fight Club is one of my
How did one man with practically no resources start a company that challenged the WWE as well as Ted Turner’s WCW? With disruptive branding he not only challenged two mega brands each run by billionaires but he started an industry-wide revolution and made a name for himself that is still
