John Thornton
>Mr. Dean is not a pair of levis or a new cola on the street. The analogy you
>and your Kellogg wish to make here is fallacious. Try this. Let us say a
>soft drink company produces a new flavour. However, for your analogy to
>hold, (a) I would never be allowed to actually taste the real product; (b) I
>would only be able to make a decision on purchasing the product based on an
>idea of what drink tasted like; (c) the idea of its taste would be based as
>much (in this case more) on a rival company's description of the taste of
>product as on the producing company's advertising. Now if all three of
>these conditions held then your analogy would be a good one.
> The irony here though is that you have listed in Kellogg's CV that she
>works for Mr. Jobs. How have the sales of that low key focussed on quality,
>stability and not hype computer company been doing relative to Mr hard sales
>and hype over at Microsoft? Seems like a 40 billion to 1 no-brainer to me.
>All in the context of being able to actually test drive a Mac and get
>testemonials from those who own them.
>
>The dairy farmers love to argue the cream always rises to the top. The
>chicken farmers tell me that after heavy rains on the plains its always shit
>that rises.
>
>Travis
>
>
> >
> > I asked expert friend about the conventional wisdom in
> > B School about the efficacy of advertising. I
> > specifically did not impose on her for research or
> > citations. She has a PhD in marketing from the Kellogg
> > School of Management at Northwestern (one of the top
> > B-schools in the country), a former B-School prof, and
> > now a consultant to (among others) Steve Jobs. She is
> > author or coauthor of several standard texts and
> > widely cited articles on e-marketing. (I believe that
> > is what they are about.) She is an extremely liberal
> > Democrat who likes Clinton, and she of the very
> > smartest people I know, which is going some. She likes
> > Kerry, predicts a Kerry/Clark ticket.
> >
> >
> > She says:
> >
> > The first bit of conventional wisdom that pops out of
> > my head is something [that a professor of mine from
> > Kellogg) frequently says in his talks: The easiest
> > way to ruin someone's career is to give them a bad
> > product and a huge advertising budget. That I will
> > agree with. . . . If you spend a lot of money on
> > advertising, lots of people will go examine/sample
> > your product......but if they then decide it's not any
> > good, you'll have managed to prevent them from ever
> > considering it again, thereby rendering it obsolete.
> > (That does sound rather like what happened to Howard
> > Dean,
> > don't you think?)
> >
> > * * *
> >
> > So, for what's it's worth, that what she says, Sounds
> > like common sense. . . . Don't kinow if there is
> > research to back it up, but she like is likely to know
> > more than we do about this stuff. It's her field and
> > her job, and I trust her brains and instincts. Her
> > prognostication record in my experience is scarily
> > accurate.
> >
> >
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>
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