October 2008

Here is the first of five four-minute web docs produced for DELL and appearing at globeandmail.com.  The docs look at a number of small businesses for whom small seems to be a bit of an oxymoron.  This doc features fifth P solutions.  While marketers are familiar with the 4 Ps: Product, Price, Place & Promotion, there is a fifth – People.  Many a brand promise has crashed to the ground when a customer has a negative experience with an unmotivated front-line employee.  That’s where fifth P comes in – designing interactive training tools to help employees develop a real sense of company and brand ownership. Editor Matthew Bennett provides a compelling look at a small company helping industry giants like AMEX, Labatt and Cara deliver their brand promise where it counts most – at the retail level. 

Click here for a video sample...

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