Last month you couldn’t go anywhere without hearing about Old Spice ads.
The company managed to put itself back on the map with a number of humorous commercials featuring Isaiah Mustafa and Terry Crews. What, if anything, can entrepreneurs and professionals of small and medium-sized businesses (SMBs) learn from them?

The following posting is from my monthly column for the Globe and Mail. I cross-post it here with all the links and tags for your reading pleasure, but you can check out the original version online here:
Creative problem solvers defy marketing conventions
Here’s a challenge for all the open-minded marketers out there: The next time you [...]

Apparently TBS.
What I always found interesting about Conan leaving Late Night was that he broke Late Night comedy for millions of people around the world. This is huge! What I mean by breaking Late Night was that there were millions who tuned in just to see Conan. But not anymore. Late Night is broken without [...]

The Ultimate Fighting Championship is quickly becoming one of the most popular programs/events for people of all ages around the world. Why? Personally, I believe UFC is becoming popular because of the emotion put behind the brand. UFC is another great example of emotional marketing.
Looking back at the early days of UFC it was very [...]

Whenever I challenge marketers on why they advertise in the fashion they do I often hear the answer, “it’s for brand awareness”. Okay, I can respect that, IF you can tell me what brand awareness gets you? I get a lot of blank stares and rambling that goes in many different directions but no concrete answers. [...]