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OK, Folks: Make Your Bet on Harry’s or Goliath

Headshot of Peter J. Rosenwald
By Peter J. Rosenwald

As the Bible tells us, the little guy can fight back against the big one. It’s a good biblical tale and it resonates in today’s competitive environment. While slingshots are out of fashion, now we have the Internet and social media as weapons when the odds are stacked against us.

Getting my morning fix of the latest news from the New York Times digital edition the other day, I couldn’t help but notice that the news summary was preceded by a dramatic headline that leaped off of the page (screen) at me: “The Truth Behind Gillette’s Recent Ad Campaign.”

That’s great positioning and a definite attention-getter, if a rather strange lead for a Times story.

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Headshot of Peter J. Rosenwald

Peter J. Rosenwald

Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of 'Accountable Marketing' (Thomson), 'Profiting From the Magic of Marketing Metrics' (Direct Marketing IQ), and 'GringoView' blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.

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