Whether trains, planes or cola, Richard Branson is bent on putting his brand on any industry he deems as needing a well-run enterprise. And after 37 years of diverse endeavors his brand, Virgin (or, formally, the Virgin Group of Companies) has been stretched without breaking.
As marketers have an increased need to be accountable and make their advertising dollars go further, the brand/direct connection is becoming more important, said Karen Ebben, director of CRM modeling and program evaluation, General Motors.
(Direct) Ten years ago, Frederick Reichheld's “The Loyalty Effect” demonstrated to the world that a five-percentage-point decrease in customer defections could improve per-customer profit anywhere from 25% to 85%
During a recent cleaning frenzy, I came across two columns from Washington Post business reporter Steven Pearlstein. I
ARE YOU ACTING JUST LIKE most other small businesses out there? Do you ignore or fail to communicate to your existing customers often enough? I'm not
Testing is critical to success in direct mail. And of course, the same theory applies online. The Web is extremely conducive to testing from both cost
THE AGE OF ACCOUNTABILITY has arrived. Marketers will spend $961.9 billion on communications this year. And return on investment will play a big role
OgilvyOne's San Francisco office is housed near Union Square at 111 Sutter St., the same art deco building where Sam Spade hung his hat in The Maltese
WE'VE ALL GOTTEN them. Some of us, to our vexation and bewilderment, have produced them: e-mail marketing newsletters that fail to keep recipients opening
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