Category Archives: Guest Bloggers

Tap into Your Super-Consumers

By THEM! | Published: December 1, 2009
Tap into Your Super-Consumers 8:39 AM Wednesday November 25, 2009 
by Eddie Yoon In any product category, roughly 10% of the consumers account for more than 50% of the profits. These super-consumers, as we call them, are the hot dog buyers who eat five pounds of hot dogs a month, wolfing down as many as 4 per sitting. [...]
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The Illusion of Brand Control

By THEM! | Published: November 13, 2009
9:00 AM Friday November 13, 2009 ANDREW MCAFEE You’ve probably heard by now that “your brand is no longer yours.” The assertion’s based on simple math. In the era of blogs, discussion boards, Facebook, Twitter, and other Web 2.0 tools, virtually everyone can get online and talk about your company and its offerings. As a result, the [...]
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Is Purpose Bigger Than Product?

By THEM! | Published: August 27, 2009
By Anthony Tjan via harvardbusiness.org. I recently sat down with my BlackBerry voice recorder and Mats Leder­hausen to ask him to share his philosophy of “purpose bigger than product.” Mats is a great entre­preneur and also had one of the most successful careers at McDonald’s where he was a driving force for its turnaround. He currently runs [...]
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Is improv the key to innovative teams?

By THEM! | Published: March 3, 2009
According to Webster’s Dictionary the word improvise means “to compose, recite, play, or sing extem­po­ra­neously; to make, invent, or arrange offhand; to make or fabricate out of what is conve­niently on hand“. I actually prefer the definition of impro­vi­sation that Wikipedia provides though. According to Wikipedia, impro­vi­sation is “the practice of acting and reacting, of [...]
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Failure to Communicate

By THEM! | Published: January 4, 2009
Here’s an article from AdWeek and my good friend Mr. Martin Bihl. One of the smartest people I’ve ever had the pleasure of working with. Failure to Communicate –By Martin Bihl Ladies and gentlemen, what we have here is a failure to communicate. Tradi­tionally, brands have spoken in a “monologue” form to consumers. Print ads. TV commercials. Billboards. They [...]
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Notice Me: Cutting Through the Marketing Clutter

By THEM! | Published: October 21, 2008
Words of wisdom from the Wall Street Journal It’s hard to cut through the clutter. Even as customers are constantly bombarded with adver­tising messages, they are getting progres­sively better at tuning out the endless stream of come-ons. Companies then typically up the ante and try to out-shout their competitors to draw attention. All of which just leads [...]
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CEOs: How to Confront the Financial Crisis

By THEM! | Published: September 23, 2008
BBDO’s Andrew Robertson and Others on the Challenges Facing the Industry By Michael Bush ??Published: September 22, 2008 NEW YORK (AdAge.com) — To no one’s surprise, the first topic of discussion at Adver­tising Week’s CNBC CEO Summit was the meltdown of the financial markets last week. “You can’t talk about the impact in general terms,” Andrew Robertson, president-CEO [...]
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