|
The Copernicus
Mzine Archives
May 2008
Headlines:
- Social media ROI: get beyond clicks and sales
- Barack Obama: marketing advice you can believe in
- Take the pain out of finding "new" brand news
October/November
2007
Headlines:
- How to get marketers
to eat their spinach
- CMOs: get yourself
back into the conversation
- Comparison of people
who say they are NOT in excellent health vs. those who say they are
July/August
2007
Headlines:
- Ending the bitter feud between
sales and marketing
- Reports of the death of
CMOs greatly exaggerated
- Dell's loose definition
of "radically different"
June
2007
Headlines:
- Latest findings from frontlines
of TV advertising
- An interview with Copernicus'
Peter Krieg
- Marketing decisions still
made with more guts than brains
March
2007
Headlines:
- Super Bowl advertising continues
slide into irrelevant abyss
- Copernicus/Greenfield Online
study of emotional connection to brands
- The name game won't work
for Ford
December
2006
Headlines:
- Brands not driving purchase
decision in most consumer categories
- Many major NBA sponsors
don't get credit, but their competitors do
- When the engine needs an
overhaul, you need more than a quick lube
November
2006
Headlines:
- Plugging holes vs. solving
problems when developing new products
- Interview with segmentation
and targeting expert Henry Gamse
- Women in marketing: succeeding....naturally!
July/August
2006
Headlines:
- CMO: the most difficult
job in America
- Longitudinal analysis of
attitudes toward controversial social issues
- Why the road most traveled
by retailers may be a dead end
June
2006
Headlines:
- Engagement is a hot topic
but not common currency
- Crack dealers no, but not
exactly marketing Einsteins either
- What American CEOs will
do to their companies, not their cars
February
2006
Headlines:
- Segmentation is not a mirror
for strategy
- Did the advertisers of Super
Bowl XL take leave of their senses?
- Simulated test marketing
could save MTV
January
2006
Headlines:
- Advertising the advertising
of Super Bowl XL
- How GM, Ford, and Chrysler
should approach product innovation
- Attributes of effective
sponsorships and events
December
2005
Headlines:
- Jobs-based segmentation:
not remedy for marketing malpractice
- Bacardi Guy and Cola take
rum brand into oblivion
- Sponsorships and events:
the end of faith-based media
November
2005
Headlines:
- The dangerous sentiment
of focus-group weary marketers
- Early Adopters are not the
gateway to success marketers might think they are
- Delta's Song Airlines: a
$65 million research project gone bad
October
2005
Headlines:
- The tyranny of brand-centrism
continues
- Insights from Copernicus
Brazil's Cerqueria-Lima
- Freud has overstepped his
bounds
September
2005
Headlines:
- The corporate version of
natural selection is not brand evolution
- Religious liberalism rising
faster than fundamentalism in U.S.
- Brand journalism is a nice
theory but not practical in reality
July/August
2005
Headlines:
- The problems of unpositioning
- Thoughts from B2B marcom
expert and author Bob Lamons
- Non-traditional media isn't
ready for the on-slaught
June
2005
Headlines:
- Talking to customers can
save your business
- Questions marketers should
ask when it comes to targeting
- Marketing research is back
in style....beware the fads!
May
2005
Headlines:
- Six Sigma marketing doesn't
take a black belt
- Why shifting branding models
won't help GM
- 2005 inductees to the Counterintuitive
Marketing Hall of Fame/Shame
April
2005
Headlines:
- A modern-day Greek tragedy:
the story of cult brands
- The flat earth society and
marketing ROI
- When it comes to cars, don't
expect to get what you pay for
March
2005
Headlines:
- Neuroscience: pseudoscience,
not breakthrough technology
- Interesting differences
among demographic groups on gay marriage
- There's no such thing as
an ad execution that builds
February
2005
Headlines:
- How to blow $2.4 million
in :30 seconds or less
- Insights from marketing
effectiveness measurement expert John Nardone
- Marketing ethics still apply
January
2005
Headlines:
- Your gut is still
not smarter than your head
- Don't doom non-traditional
media to traditional media's fate
- Direct-to-consumer advertising
can be saved
December
2004
Headlines:
- The drive towards marketing
accountability
- Enter retailing's fifth
dimension
- Profile of adults with working
moms vs. stay-at-home moms
November
2004
Headlines:
- A tectonic shift in advertising
- Thoughts from a CPG insider
on new product development
- Profile of adults who feel
strongly about overmedicated kids
October
2004
Headlines:
- The case of Interstate Bakeries
- What separates members of
political parties?
- Don't confuse product placements
with real marketing strategy
September
2004
Headlines:
- The transformation of Deluxe
Financial Services
- Claims about positioning
that have our knickers in a twist
- A strong does of 'reality'
is not what the TV networks needed
July/August
2004
Headlines:
- What's sports sponsorship
doing for your brand?
- Removing the mass mentality
from marketing: easier said than done
- Why negative advertising
doesn't work for consumer brands
June
2004
Headlines:
- CFOs don't get canned after
a quarter or two of poor results, but CMOs do?
- C2 vs. Pepsi Edge: will
anybody win the latest battle in the cola wars?
- Ol' John Wannamaker gets
his wish: which half of your advertising is wasted?
May
2004
Headlines:
- The Puritans aren't taking
over marketing, accountability is
- Find the Three Sigma advertising
strategy—it mints money
- Customer satisfaction with
marketing has hit a new low
April
2004
Headlines:
- The ugliest word in marketing
today in "procurement"
- Warning: do not use copy
testing norms the way most co.'s do
- The 2004 inductees to the
Counterintuitive Marketing Hall of Fame and Shame
March
2004
Headlines:
- In the wrong hands, Six
Sigma can ruin marketing
- What makes people happy?
- Self-reported importance
offers no winning insights
February
2004
Headlines:
- Product life cycle: it has
run its cycle
- The advertising of Super
Bowl XXXVIII
- More proof first-mover advantage
is a myth
January
2004
Headlines:
- What these fired CEOs have
in common
- Has the world record-holder
for retail line extensions gone too far?
- Viagra can still beat the
competition
December
2003
Headlines:
- Are TV networks intentionally
killing advertising?
- The music biz: classic marketing
mistakes a bigger problem than downloading
- Marketing 101: today's lesson,
new vocabulary
November
2003
Headlines:
- Six Sigma missed marketing
- As Gucci goes, so goes the
nation
- More marketing mythology:
neuroscience holds promise for marketers
October
2003
Headlines:
- Do not call's message to
marketers
- The state of DTC advertising:
could it be better and more useful?
- Fruitopia and Fruitworks:
not casualties of a passing craze
September
2003
Headlines:
- Proof counterintuitive approaches
can work
- An interview with marketing
measurement expert Charlie Kreitler
- Problems with traditional
test markets: the story of Frozen Coke
July/August
2003
Headlines:
- Losing price-obsession,
raising quality consciousness
- More on derived importance
as a contrived disaster
- Marketing still 30 years
behind
May/June
2003
Headlines:
- Marketers need to take responsibility
for declining effectiveness
- An interview with marketing
communications expert Lois Kelly
- Derived importance can be
a contrived disaster
April
2003
Headlines:
- The cost of private universities
and colleges: a pricing paradox
- An interview with Copernicus'
Kevin Clancy
- 2003 inductees into the
Counterintuitive Marketing Hall of Fame and Shame
March
2003
Headlines:
- Hollywood's marketing practices
reminiscent of days gone by
- An interview with Interbrand's
John Simmons
- Popularity doesn't equal
effectiveness: Super Bowl XXXVII Redux
February
2003
Headlines:
- The advertising of Super
Bowl XXXVII: was it worth it?
- An interview with ABC Namebank's
Naseem Javed
- What happens when low prices
don't generate sales?
January
2003
Headlines:
- An irresponsible ode to
intuition
- What will shape marketing
in 2003
- A closer look at marketing
plan implementations
December
2002
Headlines:
- Wal-mart's answers won't
solve Amazon's profit problems
- One marketer's bid to make
IMC a reality
- Marketing advice for Democrats
November
2002
Headlines:
- Holiday blues: retailers
offer lessons to us all
- The end of Emmperative:
The problems with EMM
- Follow the money, not the
demographic
October
2002
Headlines:
- What it will take to return
the luster to the Golden Arches
- Top "mystery"
ads of summer 2002
- 100% customer satisfaction
and retention are a waste of time
September
2002
Headlines:
- Marketing ethics: an oxymoron?
- Do U.S. airlines have any
options?
- Baby buggies are not the
answer to declining ad performance
July/August
2002
Headlines:
- Moving beyond creative accounting
to more creative marketing
- What's wrong with Major
League Baseball? Testosterone
June
2002
Headlines:
- As SAB swallows Miller,
we wonder if they will choke
- New product forecasting
expert Greg McMahon offers insight into innovation
- Companies aren't taking
the name game very seriously
May
2002
Headlines:
- They got no respect: a simple
answer for advertising agencies
- Will catalogs disappear?
An interview with DM expert Paul Berger
April
2002
Headlines:
- Has marketing science failed?
- The 2002 inductees into
the Counterintuitive Marketing Hall of Fame and Shame
- Does your company need to
go younger?
March
2002
Headlines:
- Late Night with David Letterman:
the latest episode of testosterone marketing
- Age only matters if you
are a wine...or a business strategy
- Arcor: the power of a marketing
vision
February
2002
Headlines:
- Good-bye Houston, hello
federal prison: Enron execs should get ready to move
- Advertising's night of nights?
The ads of Super Bowl XXXVI
- Hot Topic: a teen market
target and a growing business
January
2002
Headlines:
- Making it with marketing:
proof of life outside "recession-proof" industries
- Brand America: does it help
or hurt the war on terrorism
- The rise of brand Blue Man
Group
December
2001
Headlines:
- Out of the silo and into
the organization: marketing as a way of thinking
- Email marketing's second
wind
- Mergers and acquisitions:
"what's the marketing strategy?" should be the question
November
2001
Headlines:
- Will the Grinch steal Christmas
for retailers in 2001?
- The differences between
adults who go to garage sales and those that don't
- Secondary research: a commodity
or value-add?
October
2001
Headlines:
- More companies cut marketing
as the economy falters
- Stop! Hold prices right
there!
- The quiet evolution in marketing
museums
September
2001
Headlines:
- Three reasons not to listen
to your customers
- School's back in session!
Who has confidence in the U.S. education system
- Saying good-bye to Compaq:
Retiring a waning brand in a commoditized category
August
2001
Headlines:
- The hitless summer: what
Hollywood needs to learn about marketing
- Triple E marketing: the
way the Internet is supposed to work
- 'Stars' and 'Dogs' strategic
quadrant planning: but what about the customers?
July
2001
Headlines:
- A disturbing trend: new
visual identity as strategic branding
- Who are the opponents and
proponents of capital punishment
- Despite aggressive investments
in CRM, customers are not happy
June
2001
Headlines:
- Myth: it makes all the difference
whether you're first in the market or come later
- Do you find life exciting
or dull?
- The lost art of positioning
and why companies are wasting millions on advertising
May
2001
Headlines:
- The dot.com era may be over
but the Internet era is just beginning
- A closer look at B2B advertising
- The early 20th century manufacturing
paradigm still persists
April
2001
Headlines:
- Is it us or has CRM turned
into a cult thing?
- 2001 inductees into the
Counterintuitive Marketing Hall of Fame and Shame
- Heads up President Bush:
not everyone thinks taxes are too high
March
2001
Headlines:
- Successful rebranding: oxymoron
or holy grail
- What Al Gore should have
known to win the election
- What Surge can teach us
about new product intros
Read our Discoveries
of the Month!
The Copernicus Mzine is one of the
many Copernican intellectual
properties that differentiate our work.
Back
to Copernican University
|
