Perfect Brand
	Is perfect branding really the best way of building brands? Up until recently this might have been true. Asking Martha Stewart fans they would have agreed with me. Year after year the ever-perfect Martha have been dishing up one perfect decoration advice after another. And yes they were really perfect – but repeating this session decade after decade made one mistake look so much more dramatic than if the brand Martha would have conducted mistakes, purposely or not, through the years just like us “ordinary” human beings.
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	How to Rip Out the Competition in One Go
	Some years ago, an Australian takeout pizza place used the Internet in an attempt to boost sales. Traffic was slow. Hardly anyone visited the site. The need for an increase in traffic was urgent. If traditional online media planning had been used, banners and links would have been purchased and the URL added to the shop\'s phone-book entry. It might even have invested in some traditional ads. The pizza place went a different route. Instead of spreading money between off- and online ads, it spent the entire budget on radio. The spots were simple but extremely effective. So effective, the restaurant\'s increased business caused most of the local competition to shut down.
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