Killer slogans vs. operational excellence
2009 February 26
Another snippet in support of getting the basics right. In a letter to the London Financial Times recently, criticising over-reliance on branding at the expense of executional considerations. In response to an article regarding strikingly similar new slogans from Pepsi and Coke, I comment “it is the operationally excellent marketers that have a big competitive advantage over their wasteful, slogan-obsessed rivals.”
