A sip down memory lane reveals past may be prologue for this venerable brand.
For years women have been the brunt of jokes, disregarded, mistreated and disrespected. Men have controlled society for thousands of years because it required brute strength, risk taking and bravado. However, times have changed. In today’s society the pen is truly mightier than the sword. Autocracy has been replaced with democratic ideals that require higher interpersonal skills which women have been perfecting since the beginning of time. Women in the last century have gained numerous rights which were previously only held by men. The right to vote, work, divorce, control their own reproductive systems, and obtain a college degree, were just some of the rights gained relatively recently. The rights gained by women in the last hundred years have culminated to this very point in history. Today women are the most influential and powerful gender in society and marketers are beginning to listen and cater to their needs.
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Former CMer David Armano wrote a popular post here in early 2008 entitled 10 Ways Digital Can Help You Thrive In A Recession. I encourage you to read it - its lessons remain salient today.
David's post examined the opportunities offered to brands by a poor economic condition. And some marketers have caught on. But many still believe some common online marketing myths; an especially dangerous practice during a recession.
In the spirit of David's post, here are 10 marketing myths de-bunked in order to thrive during the recession.
1. Things are stable now - I shouldn't rock the boat.
The boat is already rocking - you just haven't noticed yet.
Joseph Jaffe has this to say about marketers and risk:
"Instead of taking bold chances, we have become seduced by the promise of glory and reward that comes from sticking with the status quo. We have failed to manage risk. And in doing so, we have also failed to manage another unavoidable reality of our industry: change."
Seth Godin adds that managing risk is not only our job as marketers, but part of the natural order of the industry. In his book Tribes, he writes that "[s]tability is an illusion...Today, the... Read more