Is your product positioning "corn fed?" Why do I ask? If you've read Polan's The Omnivore's Dilemma then you already know cows don't eat corn. Cows eat grass. And if you try to make cows eat gras...
http://advertising-age.blogspot.com/2012/07/is-your-product-positioning-corn-fed.html
Across the globe, Coca-Cola is a harbinger of 'happiness'. Coke's messaging spreads bits of joy across multiple platforms. The happy ideas led Coca-Cola to its most-awarded year in Cannes -- ...
http://advertising-age.blogspot.com/2012/07/coke-cannes.html
My son wanted to know why competing orthodontists would set up their practices right next to each other. I had to admit that one never knows why decision makers pick one orthodontist over anothe...
http://advertising-age.blogspot.com/2012/03/strategy-of-whiz-kids.html
We're headed for more bad economic times. It's not a question as if we're asking, "Are we headed for more economic hardships?" It's a fact. We are. And here's why. We're headed for more bad...
http://advertising-age.blogspot.com/2010/08/supersized-economy-there-is-no-value.html
Who do you vote for when there's no one to vote for? The front runner is front runner simply by means of having the largest budget. She has no political experience outside of the CEO and corpora...
http://advertising-age.blogspot.com/2010/08/california-governors-election.html
My friend Ray Baird is President of RiechesBaird, one of the world's top B2B ad agencies. Ray publishes a great blog called GigaBrand . Go there. Ray always asks great questions like "What busin...
http://advertising-age.blogspot.com/2010/07/what-business-are-you-really-in.html
How do you tell a brand's story? Contrary to popular belief most brands tell a great story. At least that's what they believe. In reality they're telling a story greatly. What's the difference...
http://advertising-age.blogspot.com/2010/06/how-do-you-tell-brands-story-marketing.html
Forbes Columnist Sramana Mitra covered my OraQuel and OraQuel's Heart Smart Oral Care positioing on her weekly 1M/1M Strategy Roundtable April 15. I was honored to be selected as the show's openi...
http://advertising-age.blogspot.com/2010/04/forbes-columnist-sramana-mitra-features.html
A nice test of brand elasticity. Official Google Blog: A different kind of company name
http://advertising-age.blogspot.com/2010/04/official-google-blog-different-kind-of.html
Ten years ago people scoffed at the notion that links existed between oral infection and heart attack or cardiovascular disease. Now everyone from the American Heart Association to the American D...
http://advertising-age.blogspot.com/2010/03/oraquel-toothbrush-sterilizer-versus.html
If there's anything I learned during my days working with personal care companies such as Gillette and Oral-B it's that no one wants another "appliance" cluttering hard to keep clean bathroom cou...
http://advertising-age.blogspot.com/2010/03/germ-terminator-versus-oraquel.html
BrandWash: A SPECIAL REPORT - The Economics of Plagiarism in Marketing Drawing on 40 years of experience and the fact that I've created the 10 most successful new products in the consumer pac...
http://advertising-age.blogspot.com/2010/03/brandwash-economics-of-marketing.html
In it's best marketing decision since Dick and Maurice McDonald put hamburgers on the menu and the Speedy Service System in place McDonald's has given America Free Wi-Fi at 11,500 of 14,000 locat...
http://advertising-age.blogspot.com/2010/02/mcdonalds-leverages-wi-fi.html
Hi Martin, This is fanatastic 12 years ago I was the Head of Marketing For Bayer Professional Dental product (now owned by Hereus Kulzer) we knew these facts then but advised people to chuck o...
http://advertising-age.blogspot.com/2010/01/rave-praise-for-oraquel.html
Did you know that no one in the consumer packaged goods industry has launched a successful new product that's topped $319 million in sales (within the first year) in at least the last 30 years...
http://advertising-age.blogspot.com/2010/01/corporate-creative-comas.html
Hi Everyone! My name is Martin Calle. I've invented a lot of successful consumer products including Baked Lays Potato Chips, Tylenol Gelcaps and Cold-filtered Miller Genuine Draft. I've also t...
http://advertising-age.blogspot.com/2010/01/is-this-bright-idea.html
Is it any wonder that General Motors so dutifully displays it's intimacy-deficiency syndrome in ads for the Buick LaCrosse that claim IT is another reason for Lexus' relentless pursuit of perf...
http://advertising-age.blogspot.com/2009/11/general-motors-cultural-autism-and.html
Over at indie artist music site stereogum you'll not only find great free mp3 music downloads, you'll also find artsist Shannon Stephens and she's good. Really good. Like Carly Simon good. Like...
http://advertising-age.blogspot.com/2009/10/move-over-george-winston-windam-hill.html
He's not Bill Gates. He's not Steve Jobs. He doesn't even work for Procter & Gamble. But the world's most successful marketer thinks a lot like the executives at The Coca-Cola Company and Pepsi....
http://advertising-age.blogspot.com/2009/10/worlds-most-successful-marketer.html
What do Saturn and the movies "Ghost" and "The Sixth Sense" have in common? The stars (heros: Patrick Swayze, Bruce Willis, Saturn) were dead and didn't know it. Saturn wasn't born a brand wi...
http://advertising-age.blogspot.com/2009/10/saturn-long-good-bye.html
Charles H. Green's Trust Matters blog is always a good read. And the relevance of his post on the limitations of needs based selling remains fresh two years later when you read it and contra...
http://advertising-age.blogspot.com/2009/09/cadillac-general-motors-limitations-of.html
Why no consumer packaged goods company has been able to market a new product more successful than the least successful new product ever created by product development expert Calle & Company and ...
http://advertising-age.blogspot.com/2009/09/personal-branding-companies-headhunters.html
I have been given the task to repurpose/retask/reinvent or otherwise Socially (Re)Engineer® the Marlboro Man. I can't tell you by whom but I can tell you that I always thought Ralph Lauren...
http://advertising-age.blogspot.com/2009/09/new-job-for-marlboro-man.html
Over at LinkedIn.com I've been tracking an interesting discussion on the use of images in market research among members (myself included) of the Next Generation Market Research Group started by...
http://advertising-age.blogspot.com/2009/09/use-of-images-in-market-research.html
If you haven't read Laura's posts at Ries' Pieces get a move on! Her current installment on GM, called "GM & The Implication of the Opposite" hits the mark and commenting readers are posting...
http://advertising-age.blogspot.com/2009/09/laura-ries-dishes-on-gm-at-ries-pieces.html