Penguin and Match.com’s dating site for book-lovers is a marketer’s dream…
NEW THINKING
HomeAuthor
Mark Ritson, Author at Branding Strategy Insider - Page 40 of 58
All customers are not created equal. A good marketer worries just as much about avoiding ‘bad’ customers as attracting the ‘good’ ones.
Just when the bold days of silly brand naming appeared to be over, along comes another act of marketing madness.
It all started with a flash of American superiority and a bruised royal ego. In 1851, a yacht owned by the New York Yacht Club easily beat 15 of the fastest British yachts in a race around the Isle of Wight. Surprised at the result, Queen Victoria was reported to have asked who had come second and was politely informed: ‘There is no second, your Majesty.’ The America’s Cup had begun.
The Germans are coming. That was the clear message from TNS, which revealed that German discount retailer Aldi had grown its sales in the UK by 20% in the past three months compared with the same period in 2007.