CMOs are constantly looking for ways to keep their brands relevant and competitive. New ways of marketing are being invented every day in a variety of spaces, from mobile to social and beyond. What’s more, marketers’ goals have expanded from simply raising brand awareness to facilitating consumer engagement. So what does it take these days for a brand to have longevity? Instead of looking forward, let’s for a change look back and compare a successful campaign from the past with one from the present.
One of our marquee clients in the ’70s was Boeing. We worked with it for more than 25 years until after the merger with McDonnell Douglas. Contrasting that work with...