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Charles L Martin has spent a lifetime experiencing hard won sales and marketing battles in the fashion (7th Avenue), film (Hollywood), food & beverage (Worldwide), and social marketing (SoCal) industries. He enjoyed working as an assistant to Liz Ortenberg (Claiborne), Tommy Hilfiger, and producer Scott Rudin, among others. He has worked for Esprit, D.F. Sanders & Co., more than 25 other A-List actors and producers, Rhino Chaser's Beer, EarthLink, United Tranz Actions, OpenTable and now LivingSocial, which is the coolest gig around.

The concept of Anticipation Marketing is his specialty. He loves marketers and sales hacks. He loves (or dislikes) your company. His rants on hotheadblog.com may inspire you. They may ignite you. Either way, it's all good. Follow Charles on Twitter @vendorcloud

Charles is a 4-time marathoner with a 3:58 PR. He also enjoys loads of time with his awesome family as well as advocating in modernist architecture, fine wine, craft beer, master Japanese gardens, xeriscape, politics, and music. email him at vendorcloud@gmail.com .

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The Tide is Turning

By Charles Martin | March 13, 2008

Apple Marcus noted that his Thomas English muffins were now touting their absence of HFCS.  I noted this on my recent Lender’s Bagel package as well.

Marcus writes:

Interesting how they can turn a mistake into a marketing tool.

On further thought, I would interpret this as Thomas’ changing with the mood of the food industry and then the public. I doubt very seriously that their muffins had any HFCS in them 15 or 20 years ago. They then added HFCS to save money and to do what everyone else in the food industry was doing at the time. Now that the tide is turning against HFCS, Thomas’ can appear has a trend setter (and a good guy) by removing HFCS from their muffins. An ingredient that they should have never have added from the get-go. Too bad that they didn’t have the foresight…..

Look for the industry to use the eliminating of HFCS as a marketing ploy.

Topics: Big biz, Read this, The brand room | No Comments »

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