The author interviewed 17 recent winners of the CMO Awards. Here are their must-do ideas for getting ahead next year.
"Not only are they likely to exhibit loyalty and advocacy for the brands they like, but they also open their wallets,” says ComScore representative Justin Roy.
McDonald’s is now offering original kids’ books with Happy Meals
Kit Kat (the candy) creates an entire website spoofing KitKat (the Android OS).
“Nike sells a commodity, they sell shoes. And yet when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product, they don’t ever talk about their air soles, how they’re better than Reebok’s air soles. What’s Nike do in their advertising? They honor great athletes and they honor great athletics. That’s who they are. That is what they are about.”
In this can is a gourmet 12-course meal that includes:
- Selection of local cheeses with sourdough bread
- Pickled Kobe beef with charred strawberry
- Ricotta ravioli with a soft egg yolk
- Shiitake mushroom topped with filled peppers
Christopher Godfrey wanted to show how a sales gimmick can go so far that it ruins a product’s core experience.
In a new ad, Jell-O wants to prove it’s still fun.
“Promoting yourself doesn’t make you better at the work you do. Doing more of that work is what makes you better. I don’t think promotion is wrong or even evil, I just think it’s a definite second place in where we should all focus our energy and attention.”
"I was getting home late and just wanted to grab some easy pre-made food from the local supermarket. While there, I remembered that I needed a few things and navigated my way to the paper towel aisle, where I stood, transfixed, before 50 feet of options. I was tired and hungry and very suddenly annoyed. All I wanted was to be able to clean my face after eating and now I was confronted with 50 feet of choice. Screw the mustachioed Brawny man, the quicker picker upper, and the boldly named Mardi Gras.
In the midst of my existential meltdown, I left the store without buying anything.”
Studies show that too many choices intimidate consumers—can we make the purchasing process less painful?
[Paper Towel Mess: Jcjgphotography via Shutterstock]
If you followed Texas state senator Wendy Davis’ epic, 11-hour filibuster efforts against a bill that would have shut down all but five abortion clinics in the state (and quite possibly still will), you probably also know her shoes. As demonstrated by their newfound popularity on Amazon, the pink Mizuno Wave Riders she wore have become their own symbols of political resistance.
Callie Schweitzer, director of Marketing and Communications for Vox Media (which publishes the Verge, SB Nation, and Polygon), prefers to call herself a hybrid between a journalist, a brand strategist, and an audience hacker.
Her tips for becoming a networking guru:
Be genuine. Be well-read. And follow-up.
Here, Schweitzer explains how to use new media to ‘network your way to the top.’
Find out why Apple puts ‘Designed in California’ on its products rather than ‘Built in China.’
Alex Bogusky is one of The 10 Most Generous Marketing Geniuses
In 2010, Alex Bogusky surprised the advertising industry by leaving Crispin Porter + Bogusky.
He now works in the social good sector with:
The FearLess Revolution - a nonprofit consultancy.
COMMON -a collaborative network for accelerating social ventures.
MadeMovement - a new agency dedicated to the resurgence in American manufacturing.