Paul Jacobs offers thoughts on the reprecussions of failing to market your product properly: A recent article in The Miami Herald about the market share decline of Diet Coke really hit home. Over the past two years, market share for the brand has flattened out. Why? Well, for many reasons that radio operators should be able to relate to: 1. They stopped marketing the brand. Even though they expected this "flanker brand" to shore up declining sales of flagship Classic Coke, they stopped providing the marketing muscle, assuming that...
