Johnny Molson

About Johnny Molson

I take complicated, knotted up marketing strategies and make them clear and understandable. I want people to know what you stand for, why you're special, and never forget you.

Media Agnosticism

2023-10-13T18:23:46+00:00By |

From matchbook covers to skywriting, it all works. Which is why you have to approach it all with Media Agnosticism. If somebody in your affinity group tells you they had success with direct mail, ask to see the piece. It matters. 

Change the Name, Change the Results

2023-10-13T18:26:16+00:00By |

If you’re selling a commodity and that commodity is called the same thing at every business, give yours a better name. I can get a “large coffee” anyplace. I can get a Grande only at Starbucks.

Win Now. Win Later.

2023-10-13T18:26:25+00:00By |

The balance between relational brand-building vs. getting the immediate sale has confused businesses and thrown marketers into battle positions. My spies on the inside tell me both sides are holding out on you.

What is Your Price Tag Advertising?

2023-10-13T18:26:50+00:00By |

It’s a mistake to presume that “all people want is the lowest price.” That painful myth has led many-a-business to nosedive into bankruptcy. The price tag is advertising quality.

They Hate My Ad! (Now what?)

2023-10-13T18:27:15+00:00By |

Now, I don’t subscribe to the notion that “hey, they remembered you…and that’s all that matters.” It’s very easy to be outrageous and “get remembered.” The job of your ad is to “get remembered” and sell some stuff.

McMann & Tate: Worst Ad Agency Ever

2023-10-13T18:27:41+00:00By |

Howard McMann once said of his partner, “He’s slippery, he lies beautifully, and he has a great head of hair.” Legend has it, Tate once told a subordinate “If the client loves it, I love it! If the client hates it, I hate it!”

Formulas and Recipes

2023-10-13T18:28:27+00:00By |

Formulas do exist in marketing: Quantitative research, KPIs, customer acquisition costs, pricing strategies, etc. But there are also malleable recipes: Customer experience, value perception, elegant logo design, and positive public relations.

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