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Memes and Marketing – Tapping the Cultural Conscience

By Bob Clark On January 16, 2012 · Add Comment
“Meme” was not a term with which I was familiar until recently.  I did some digging. Understanding the power and speed at which these ideas move through the population make them of value to marketers – if you can can catch them. What is a meme?  A biologist named Richard Dawkins, in his 1989 book [...]
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The Aging Consumer

By Bob Clark On January 12, 2012 · Add Comment
Marketers and advertisers use the term “65-plus” to describe the advertising target of the older population in the U.S.  Every other demo is in ten year increments 20-30, 30-40, etc. ending with 65-plus as a sort of a wheelchair-bound non-user group.   65 years old – Really?   The face of today’s consumer may look slightly different [...]
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Record Breaking US Auto Sales Despite Lackluster Advertising

By Bob Clark On January 6, 2012 · Add Comment
The big news is that December 2011 was a banner month for the auto industry and led to a year of growth for most car manufacturers.  With the exception of Toyota and Honda,  suffering from earthquake-related supply problems since March, December set records for most of the major auto makers.    Consumers have held onto their [...]
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Sears and Kmart Closing Stores – Is Boring Merchandising the Issue?

By Bob Clark On December 29, 2011 · 3 Comments
As reported shortly after the Christmas holiday, Sears and Kmart (who combined forces in 2005)will be closing 100-120 of its 4,000 stores due to poor holiday sales.  This poor sales performance (-5.2% in stores open over a year) is due, in part, to a sagging economy as well being squeezed on all sides by aggressive [...]
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Coke Teaches Another Packaging Lesson – Switches Back to Red Can

By Bob Clark On December 21, 2011 · 1 Comment
Coke is switching its 2011 white holiday promotion can back to red to eliminate consumer confusion. According to an article in the Wall Street Journal, the new “white” coke was rolled out for a holiday promotion but looked confusingly similar to Diet Coke. The promotional can, honoring polar bears (shown walking in the snow), was [...]
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The Product Design Brief–The Link to New Product Success

By Bob Clark On December 18, 2011 · Add Comment
Product designers are artists who have the unique ability to turn ideas into visual reality.  They bring products and graphics to life, adding their unique stamp of creativity, going beyond solving the functional need to attracting the most consumer appeal.  Success in design has been instrumental to the success of organizations such as Apple, Audi, [...]
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Launching New Products – Success is in the Process

By Bob Clark On December 13, 2011 · Add Comment
It is fun to imagine the inventor, the creative mind, toiling away on a mission, inventing something no one has seen before. We all dream that if we only had the time, guts, and determination…… then that could be us. But this is not really the way that successful new products are invented. Having launched [...]
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Is That a Guarantee?

By Bob Clark On December 5, 2011 · Add Comment
A guarantee is a great marketing device. In a world of new marketing ideas, the guarantee is a stodgy, old tactic – not cutting edge, not sexy, but it works. Guarantees are a pledge by a company to stand by their work and to make good on any mistakes. This has strong consumer appeal simply [...]
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There are Four ‘P’s in Marketing – Not One

By Bob Clark On November 21, 2011 · 2 Comments
I attended a great social media convention in Philadelphia recently. The speakers were fantastic. I left feeling well educated but a bit odd about the continuing direction of the marketing profession. In all the exciting discussions regarding social media and digital communication, I sense the practice of marketing is moving from a strategic company driver [...]
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The Future of Media – And Lessons for Business

By Bob Clark On November 17, 2011 · 1 Comment
I had the pleasure of attending a Regional Business Outlook in Philadelphia put together by the Greater Philadelphia Senior Executives Group (GPSEG). The seminar was hosted by great Philadelphia news personality, Larry Kane, featured Executive Vice President of Comcast Corporation, David Cohen, and Gregory Osberg, Publisher and CEO of Philadelphia Media Network, which owns the [...]
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Bob Clark is a veteran marketer with global consumer product companies. He continues to lead marketing teams at large and mid-sized consumer product companies and is interested in sharing insights regarding marketing strategy topics for practicing marketers and company leaders. Bob has also taught at Drexel University MBA program and speaks and writes nationally on marketing topics.
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