INSTANT MBA: Forget Research, Focus On Consumers

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		Tech Media Wall Street Markets Strategy Sports Lifestyle Politics Europe Video Latest Thursday, July 7, 2011 Advertisement Today's advice comes from Radio Shack's Chief Marketing Officer Lee Applbaum's interview with Forbes: "We were a store for batteries and parts, which means that we were completely commoditized," Applbaum says. He says his team started going through reams of research before realizing it was useless: “We literally set it on fire." Instead they set up focus groups to make people reconsider their view of Radio Shack. The term "The Shack," emerged voluntarily from consumers while describing the shop. “When an iconic brand becomes a friend," Applbaum says, “the name often becomes a nickname -- Coke, Bud, Mac, FedEx." Want your business advice featured in Instant MBA? Submit your tips to tipoftheday@businessinsider.com. Be sure to include your name, your job title, and a photo of yourself in your email. Please follow War Room on Twitter and Facebook. Share this: Buzz Facebook Twitter Digg Reddit StumbleUpon LinkedIn The email address for your subscription is: dwyld.kwu.careers@blogger.com Change Your Email Address | Unsubscribe | Subscribe | Subscribe to the War Room RSS Feed Business Insider. 257 Park Avenue South, New York, NY 10010 Terms of Service | Privacy Policy

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Malware Detection Best Practices For Federal Government

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Lockheed Martin Receives Four Security Awards

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Lockheed Martin Receives Four Security Awards Posted: 06 Jul 2011 01:20 PM PDT Lockheed Martin has been awarded four of the 2011 James S. Cogswell Outstanding Industrial Security Achievement Awards by the Defense Security Service. The event was held at the NCMS training seminar in New Orleans, La., June 22. The firm was recognized for industrial security excellence and received more awards in one year than any other [...]

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