Posts tagged: Monocle

  • Tortoise and hare

    Slow vs. Fast Media

    Back in 1986, McDonald’s was planning to open up a store in Rome at the PIazza di Spagna and the renowned Spanish Steps. In uncharacteristically clumsy fashion, a campaign was launched where a headline, roughly translated, read something like “Finally, good food comes to Italy.” (I paraphrase, so don’t sue me if it goes astray,… Read more »

  • How Does One Stay Premium-—Pt. 1

    How Does One Stay Premium?—Pt. 1:

    One of the toughest things to do in today’s ‘age of austerity’ is to maintain a premium brand despite seemingly harsh economic conditions. As someone who’s doing a fair bit of work with premium brands (those whose positioning and pricing are well above mass market level), I’ve been asked a few times lately to write… Read more »