Blog

September 2011 - PS Insights

WHOSE CENTURY IS IT?

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The 19th Century was the British Empire. The 20th Century belonged to America. But which country will have hegemony over the 21st Century? China? India? Brazil? A player to be named later? Will the U.S. make a comeback? It’s more than an idle question – it should shape your marketing thinking in the years to come in terms of creativity, production, markets and paths to success.

FROM BRAND TO NOUN

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The goal of a marketer is to make our brand a household name. The ultimate dream (and danger) is that we’ll be so successful, we turn the brand into a generic noun. Band-Aid, Kleenex and Thermos are the generics in their category. Xerox spent years returning their generic into a mulitdimensional brand. Generic, Brand or both? What’s best for the business?

BOTTLED WATER

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Really? Once upon a time we all grew up drinking tap water. And here in NYC the tap water is some of the best water in the world. Then marketers started putting it in little plastic non-biodegradable bottles and charging upwards of a dollar for a drink. This has become big business. And altough we’re all marketers, wouldn’t we all be a lot better getting back to the tap?

THE INTERNET AND ASTRONAUTS

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Steve’s son Dan sees the Internet much the way everyone sees space travel: “There’s a vast universe out there and in traveling through cyberspace, chances are you can discover something really amazing. Or not.”