« Elevator pitch archaeology | Main | How to Ship Code and Influence People »

Taste that beats the others cold

In his book, Adcult USA, James Twitchell tells a story about Rosser Reeves. An executive of Minute Maid once complained about Reeves's refusal to fiddle with the advertising, saying "You have 47 people working on my brand, and you haven't changed the campaign in 12 years. What are they doing?"

Reeves replied: "They're keeping your people from changing your ad."

    -- Is it the end of the ultimate advertising slogan?, Al Ries

...

TrackBack

Listed below are links to weblogs that reference Taste that beats the others cold:

» Ries, Reeves and the USP from Skrentablog
Miller has paid an enormous price for its countless line extensions over the years. Miller could have been the number one brand of beer in the U.S. Miller Lite was the first light beer in the mind. But instead... [Read More]

Comments (2)

love the observations! Rosser Reeves is the king! Reality in Advertising is a classic. also james j jordan created some of the best slogans in advertising/marketing history

Madison Avenue has had many BIG IDEAS, and very few of them still exist.

Post a comment

(If you haven't left a comment here before, you may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)

About

This page contains a single entry from the blog posted on January 7, 2007 12:32 PM.

The previous post in this blog was Elevator pitch archaeology.

The next post in this blog is How to Ship Code and Influence People.

Many more can be found on the main index page or by looking through the archives.

Powered by
Movable Type 3.33