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Martin Calle's Discussions
Ubiquitous 20th Century Brands That Will Disappear
Replied Mar. 17, 2008
Why are advertising social networks so dysfunctional?
Replied Feb. 16, 2008
Martin Calle's Page
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Latest Activity
Art Directors. With wanna be or actual new product launch experience. Air your ware here. Graphic guidelines. Less is more. Let's see what's out there!
Roman, Great idea. Sounds a lot like Apple's current campaign versus Bill Gates, PCs and Microsoft with a monochromatic set and a dry, understated, elegant script. Great concept.
97% of readers responding to a recent Advertising Age Readers Poll agreed that advertising agencies had become commodities. When is a client going to do a better job giving advertising agencies the ammunition they need to do better and more product-…
Art Directors. With wanna be or actual new product launch experience. Air your ware here. Graphic guidelines. Less is more. Let's see what's out there!
Profile Information
- Personal Site/Blog
- http://advertising-age.blogspot.com
- Interests
- Metrics
- About Me
- I publish MADISON AVENUE, The Journal of Social Influence Marketing, Advertising & Branding. If you are an agency executive, Creative Director or Account Exec looking for the ultimate ammunition to drive client brands forward rapid relief from ordinary marketing starts on MADISON AVENUE (http://advertising-age.blogspot.com)
- Areas of Expertise
- Social Engineering, Marketing, Advertising, Branding, Business Development
- Current Company
- Calle & Company
- Position
- Owner, Founder, CEO
- Position Responsibilities
- Martin Calle runs Calle & Company, the most successful product development company in the consumer packaged goods industry.
- Industry
- Consumer Packaged Goods
- Company Description
- Calle & Company and founder Martin Calle have developed more successful new products and Socially Re-Engineered® more established brands sitting atop IRI, NPD and ACNielsen's annual pace setters for a longer period of time than anyone else you can talk to in the consumer packaged goods industry. Today, more corporations manage brands invented or reinvented by Martin Calle and Calle & Company than any other single entity in the consumer product's industry.
- Company Website
- http://www.callecompany.com
- Work History
- Martin Calle is someone New York Times best selling author Malcolm Gladwell calls an "Outlier" - someone who is exceedingly successful because they were placed in a unique situation to amass an immense amount of knowledge and experience within a short period of time at a young age. Martin Calle gathered several careers worth of experience by fixing hundreds of broken brands in far less than a lifetime. Places I worked and clients I worked for before graduating college include Procter & Gamble, The Coca-Cola Company, Johnson & Johnson, Warner-Lambert, General Foods, Richardson-Vicks, BBDO, Doyle Dane Bernbach, Young & Rubicam, Ogilvy & Mather, Leo Burnett, CBS Television.
- Graduation Year
- 1978
- Academic Institution
- Indiana University
- What Services Can You Offer Adgabber Members?
- I Socially Engineer® brands providing the ultimate in strategic and creative direction for advertising clients. Social Engineering® is a proprietary "consumer creative" process unique to Calle & Company that enables target audience consumers to match themselves to over 500 straight-forward and abstract product dimensions of compatibility we alone possess. The system, most often employed for the creation of new products or product positioning strategies yields results that have topped IRI, NPD and ACNielsen's annual pacesetters every year for the last 57 years. In fact, our least successful new product, Frito-Lay's Baked Lays Potato Chips sold $319 million in the new brand's first 10 months; nearly twice 2008's most successful new product conceived and developed some other way...Gatorade's $159 million G2.
- What Services Are You Looking For From AdGabber Members?
- Collaboration.
What I Do.
I don't gather and measure knowledge. I leverage proven and proprietary consumer knowledge creation processes to create new knowledge that has never previously existed to be gathered and measured. This gives my clients a distinct advantage in markets, with consumers and over rivals operating with old data in the development of new product concepts and product positioning strategies.
Martin Calle's Blog
Advertising
97% of readers responding to a recent Advertising Age Readers Poll agreed that advertising agencies had become commodities. When is a client going to do a better job giving advertising agencies the ammunition they need to do better and more product-differentiating work? You can use all the traditional and social media outlets you'd like, but unless you can differentiate the product with a "product-based" solution the business and advertising creative strategy will not sustain itself.
Posted on September 7, 2009 at 6:47pm —
MADISON AVENUE
The problem with advertising today is that it has fallen to the level of the people who watch it, which is why we click through it.
Posted on February 19, 2008 at 3:22pm —
Comment Wall (22 comments)
- At 7:43am on November 21, 2008,
Buddy 'Friendly' Wachenheimer said…
- Long time no see. What's shaken with the bacon, pal?
- At 11:03pm on February 17, 2008,
Sarah King said… - Thanks!
- At 11:03pm on February 17, 2008,
Sarah King said…
- Yes, I am a very outgoing individual. I like putting on presentations and such. I would like to know more about what you are thinking.....
- At 7:22pm on January 14, 2008,
Sarah King said…
- Interesting concepts...I would like to be able to drive a business and I am all about growth and change. I want to learn MORE!
- At 7:15pm on January 14, 2008,
Martin Calle said…
- There are three Innovations in Business.
1) Technological Innovation which is why companies grow in fits and starts;
2) Product Design Innovation which more often than not is practiced simply to make the old look new - i.e. turning mops into Swiffers;
3) and the most underutilized and least understood Innovation - Perceptual Innovation leading to Perceptual Monopolies that enable companies to
A) Change consumer habits and practices;
B) Reverse the effects of mature product and category (or industry lifecycles - every company's challenge in fast track consumer packaged goods categories and automobiles);
C) And, if you're a company such as Starbucks or Home Depot desperately in the need - turn mature earnings companies back into rapid growth businesses.
This all speaks to c-level execs who are the leaders in charge of innovation driving the growth of their company. If you are interested in calling on the likes of CEO Howard Schultz at Starbucks about such matters - we should talk more. This is how business changes.
- At 3:39pm on January 14, 2008,
coolcreative said… - Hmmmm..... Interesting. Tell me more.
- At 9:50am on January 14, 2008,
Jessica said… - it does sound interesting, more specifics would be nice.
- At 11:48am on January 12, 2008,
Sarah King said…
- Hi Martin!
I would be interested in having a conversation about this idea of new business development and what opportunities may be available. Please message me back!
- At 1:56pm on December 21, 2007,
Tom Quinn said… - Hi Martin, glad to meet you on here and look forward to perusing your content!
Cheers, Tom
- At 2:36pm on December 17, 2007,
SEASONS GREETINGS PAL
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