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Tuminello The Client Coach
How to build strong business relationships
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November 13, 2002

Don't get caught in marketing traffic jam

By RANDY TUMINELLO
The Client Coach

Marketing can certainly have its downside. There are times when marketing feels like driving on a Los Angeles freeway during rush hour in a dense fog. Bumper to bumper, companies basically say and do the same things as they roll along not completely clear on where they’re at or where they’re going. They weave from lane to lane to follow the next new fad only to find that in all their maneuvering, they have done little to improve their position.

The capacity of our information infrastructure has been exceeded. Companies blow their horns and blink their lights with catchy phrases, slick graphics and superficial slogans that have all the impact of a squeaky mouse against a jet engine at full throttle. Their collective noise rises and dissipates into the air like smoke from a putrid tire fire. It’s all so overbearing that while hearing everything at once, you discern nothing at all.


 
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