Editions Archives: October 2006

No substituting experience

No substituting experience Jonathan Davis on how marketers can turn their target audience into 'brand explorers' A recent report by McKinsey indicated that 54 per cent of consumers avoid buying products that overwhelm them with too much advertising. The case against advertising overkill is further compounded by the revelation that 44 per cent of buying […]

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orrible oratory

'orrible oratory Rowan Manahan on how to really impress an audience when giving a presentation In 1988, the task of nominating and introducing the former Governor of Massachusetts Michael Stanley Dukakis at the Democratic presidential convention fell to one William Jefferson Clinton. His speech was long. Loooooooong. Afterwards, Clinton said he knew he was in […]

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Man of ideas

Man of ideas Michael Cullen interviewed Sharks jury chairman John Hegarty of Bartle Bogle Hegarty Mention the name John Hegarty and some of the best known TV campaigns ever spring to mind. He is the man who gave Levi's gravitas from the time Nick Kamen shocked onlookers in the launderette and a young Brad Pitt […]

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Exceedingly good

Exceedingly good John Fanning gives a positive verdict on Barton Kunstler's The Hothouse Effect There always seems to be some magic elixir that 'guarantees' to transform your business. Whether it's total quality management or business process re-engineering, whatever fad it is flourishes for a few years, destroys the odd rain forest with a slew of […]

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