In advertising, no risk = no reward

05/26/2011 | New York Times (tiered subscription model), The

When you're faced with a truly innovative advertising campaign, euphoria is quickly replaced with doubt, MP Mueller writes. What if you go too far? What if the campaign is too "out there"? What if you alienate your customers or damage your brand? When you start to feel "sweat behind the knees," remind yourself of one thing, Mueller advises: "[S]ticking to the same actions is very likely to produce the same results."

View Full Article in:

New York Times (tiered subscription model), The

Published in Brief: