What makes a company successful?...

... delivering products and services that are relevant and create impact among consumers.

I combine my expertise as a Marketing executive in a Fortune 500 company and my passion as an investor to find the Companies that I think have "cracked the code" with consumers. Advertising does work. When I see a new product that fits relevant consumer trends, and that is supported with a campaign that I find particularly shrewd and innovative, I know that Company is potentially a great investment.

One of the great investors of all times, Peter Lynch, recommends to "buy what you know". You watch TV, go to the supermarket and walk around everyday. Observe... look around: what you see can make you money in the stock market. Now, let's be clear: a Company is not good just because it advertises. What we have to look for is great products supported with -and enhanced by- great advertising. The principle is simple: if something is good enough to draw your interest, it will be of interest to millions of persons just like you.

It is my goal to share with the reader my findings in the world of marketing which I think will turn into great returns for investors. Profit from it!

Tuesday, August 24, 2010

Procter & Gamble: Old Spice's amazing turn-around

Procter & Gamble (PG) has done a fantastic job in revitalizing an old brand, Old Spice. The "Manly Man" campaign with its tongue-in-cheek attitude and bigger than life character has put Old Spice back in the minds of consumers. What is most commendable is the brilliant activation of the campaign via an integrated social media strategy. The following note from Entertainment Weekly's digital newsletter tells the story.

And the MVP award for increase in body wash sales (not to mention buzz for marketing firm Wieden + Kennedy) is…the manly man himself, Old Spice guy Isaiah Mustafa. The 71-year-old brand’s current campaign, which includes hilarious TV ads and viral videos, is not only the talk of the town, it’s also being lauded as the reason behind an incredible 107% jump in sales. If you haven’t yet experienced "the man your man could smell like," check out this gem, where the shirtless wonder proposes to a woman on behalf of one of his Twitter followers.

P&G knows how to manage brands, how to do effective advertising and how lead the future embracing the zeitgeist. Needless to say, this is a company that deserves a spot in everyone's portfolio.