"Hindrey Says Branding Is Cable Operators' Priority." AT&T Broadband & Internet Services president, Leo Hindery, was among the executives who stated that cable operators need to be spending a lot of time and money to increase brand loyalty among consumers as the industry morphs into a new business offering voice, video and data. CABLE WORLD, August 2, 1999, p. 16.
"Attention To Detail Key To Brand Changes." Developing a marketing campaign that shuffles away the old brand and brings in the new, is more difficult and takes longer than most people think. But some systems, experienced in the cable tango, believe engaging their employees in the proposed changes from the beginning, is the key ingredient to developing a winning branding campaign. CABLE WORLD, July 19, 1999, pp. 30,34,36.
"Seeing Is Believing When Marketing High-Speed Internet In Rural Areas." Marketing digital cable and high-speed Internet service to potential customers doesn't seem to be a problem as service providers take their dog and pony shows on the road to malls, festivals and Kiwanis clubs, to drum up business. CABLE WORLD, July 19, 1999, pp. 44,46.
"Cable, TV Networks Market On The Web With Show And Tell Products." As cable and TV networks see their revenues and audiences take a slide, it comes as no surprise that over the past year, these same networks have stepped to the forefront to buy Web sites where they can peddle program-related merchandise and diversify their revenue streams. For many networks, these Web sites just prove to be fountains of fortune. CABLE WORLD, July 19, 1999, pp. 58,60,62.
"Top Level Marketing--Marketing That Works." This supplement includes the following topics: what wows cable marketers when it comes to other industries' marketing, good customer service is not enough and marketing advice from the man who helped launch the New Coke. Supplement to CABLE WORLD, July 26, 1999, pp. 1-24.