Fable: The Bold CEO
Between 1990 and 1993 a chip company spent half a billion dollars advertising a chip.
The advertising was not directed at electronics OEMs or engineers, it was directed at consumers.
The chip company’s CEO told his UK PR agency that his No.1 target magazine for publicity was not any technical journal but Marie Claire.
The industry was gob-smacked at the boldness of the campaign but, by the mid-90s, the company had a brand name as valuable as Coca Cola.
MORAL: Be Bold.