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Featured Author

Al Berrios
Contributing Editor
Management Strategies
Al Berrios is Managing Director of al berrios & company inc., a hybrid management consulting firm he launched in 2000 to advise leaders on the impact of human behavior on their strategies and on how to change their organizations to address the behavior. Mr. Berrios also serves as the inexhaustible Editor of the Consumer Strategies Report, the highly-acclaimed al berrios & co. management publication. Contact Al at al@alberrios.com.

More articles by Al Berrios

Al Berrios



The CMO Statutes: Guidelines for Building a Tactically-Driven Marketing Organization

Written on
March 13th 2007
Author
  |   Al Berrios

“Quick! Do something manly!” Did you notice how Snickers made a social commentary about how men can bear their boobs, wardrobe malfunctions notwithstanding, without a fuss? Maybe you noticed their other subtle jab at how auto workers are so poor, they can only afford just one Snickers bar [...] More...

The Convergence Conflict: Exploring Why Businesses Fail and What it Takes to Succeed

Written on
December 20th 2006
Author
  |   Al Berrios

For a $2500 admission fee, you’d think that attendees at the recent Economist Media Convergence Conference would arrive prepared with something more innovative than ogling Google, fondling MySpace, and bragging about how much they’re spending online and how. It should come as no surprise to anyone familiar with the [...] More...

Content vs. Media: Debating Which Advertising Asset Constitutes the True Commodity

Written on
November 3rd 2006
Author
  |   Al Berrios

You’re an advertiser. Your boss wants one thing from every decision you make — traffic. No other form of media buy can guarantee your boss gets traffic like buying online media, so you buy ads online. If your boss is extremely narrow-minded, you can even spend all [...] More...

Authenticate Your Marketing: How to Imbed Substantial Text Ads within Content

Written on
October 2nd 2006
Author
  |   Al Berrios

Authenticity is a peculiar thing: marketers believe that it has something to do with one regular Joe telling another regular Joe to take some sort of action, where the action will benefit the company the regular Joes are talking about. But, in a recent analysis of an 11-week online [...] More...

Messaging “Monitor Screen” Shoppers: How to Reach Online Window Shoppers in the Savvy Ecommerce World

Written on
August 29th 2006
Author
  |   Al Berrios

I like to consider myself a free-wheeling first adopter, but the consultant in me prohibits me from accepting the fate of the first lemming off the cliff. It has thus taken me a wee bit longer to acclimate myself with the online shopping experience — a possible advantage in [...] More...

Audit Your Marketing Excess: A Few Tips to Cut the Fat from Your Marketing Team

Written on
July 5th 2006
Author
  |   Al Berrios

“Our [expletive deleted] is the best out there!!” exhorted the CEO of this entertainment company in his gruff South African accent. “Our [expletive deleted] is so [expletive deleted] good that I’m confident no one’s even [expletive deleted] close to touching it!” In light of such beaming confidence, what [...] More...

Is Word of Mouth Betraying My Trust? Not Likely

Written on
May 31st 2006
Author
  |   Al Berrios

Who exactly feels “betrayed” at a marketer who utilizes word of mouth to promote their products? If this person did learn that the marketer paid their best friend to promote detergent and movies without revealing it to them, would they even care? As word of mouth becomes more important to [...] More...

Entering the Forum: How to Be a Marketing Gladiator in the Message Boards

Written on
May 4th 2006
Author
  |   Al Berrios

Much lip service is paid to the effectiveness of utilizing the Internet for marketing and without exception, the focus is always the same tools: email, ads, search, and now blogs and online video. But little literature, if any, actually presents the other interactive services that consumers also use, particularly [...] More...

Got Magnetic Marketing? Why Brand Charisma Conquers Audiences Above All

Written on
March 29th 2006
Author
  |   Al Berrios

Approaching the ripe old age of 75, William Shatner (of all people) is as busy as any celebrity half his age. Why? Single-handedly, Tila Tequila has become a huge celebrity (with 902,111 buddies and over 30 million visitors) on MySpace, recently appearing on the cover of Stuff Magazine. [...] More...

The Rotating Roles at Media Buying & Marketing Firms

Written on
February 21st 2006
Author
  |   Al Berrios

The single most frustrating thing for a client-side executive is being in a stale role too long. As a mid-level executive learns, a role responsible for a single aspect of the overall marketing mix — i.e. online, digital, interactive, whatever — is actually low-to-middle-management, not the platform to upper management [...] More...

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