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In the early 1990s, two Russian artists, Vitaly Komar and Alexander Melamid, took the unusual step of hiring a market research firm. Their brief was simple. Understand what Americans desire most in a work of art.
Over 11 days, the researchers at Marttila & Kiley Inc. asked 1,001 US citizens a series of survey questions. What’s your favorite color? Do you prefer sha...
The adage that history repeats itself is no more apparent than the current state of affairs at Nissan North America. The Wall Street Journal’s interview with Christian Meunier, head of Nissan NA, is so frighteningly similar to 1999 that I had to catch my breath. Yet, as with a lot of executives and marketers, the current plight of a troubled brand is a new situation, as if th...
AI can create content. It can analyze markets. It can generate ideas, optimize campaigns, personalize experiences, and increasingly act on behalf of customers.
But it cannot decide what a brand should stand for.
It cannot determine which opportunities are worth pursuing, which promises should remain non-negotiable, what customers should feel, or how a c...
Jack Welch, renowned CEO of General Electric, used to say that your business should be #1 or #2 in your market. If not, get out. This belief was derived from the famous PIMS work begun in the 1960s. Initiated at General Electric, PIMS, Profit Impact of Marketing Strategy, focused on identifying factors that would impact economic success. ROI (Return on Investment) was the pri...
The buzzword in marketing right now is AI. Well, acronym, that is. But either way, AI is all the rage.
Every firm of every sort is working hard to incorporate AI into every process, every output and every pitch. It’s AI or bust. It’s not clear if it’s tulips or not, but interest in AI is unprecedented and shows no signs of abating anytime soon.
There is no 21st-...