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November 1999


End of Image?

It's more about sales, says a marketing guru

All the business magazines have been telling you – Professional Jeweler included – that marketing is as much about brand-building and community recognition as it is about sales. One expert disagrees – sort of.

"Marketing is not about creating an image," wrote Sergio Zyman, former chief marketing officer of Coca-Cola, in his new book The End of Marketing As We Know It. "Having an image just means that I know who you are, but it doesn't motivate me to do anything. Marketing is not about creating award-winning commercials either ... For fast-food restaurants, it's about bites and slurps. For the airlines, it's about butts in the seat." Zyman seems not to discredit image, just the campaigns that fail to include clear calls to action.

by Stacey King

Copyright © 1999 by Bond Communications.


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