Blog Post #9

After debriefing the requirements and asking myself some hard questions, I felt more adept at the work ahead of me. I would have to use applications such as Adobe Photoshop to create and edit advertisements that would mostly promote Chegg's services on large media platforms. This was a daunting task and was a step above what I did last internship, as it required a lot more work on many smaller projects instead of chipping away at a single large project. Depending on my work schedule, I would also go back and forth to both offices, which meant I wouldn't always be directly with my boss. However, I still knew that this work was highly important to Chegg, so I was more than willing to do what it took to get it done.

My goal was not to make massive mistakes (s), such as the examples cited within Marketing Mistakes & Successes. I honed in on Chapter 13, in the third section of the book Borden: Letting Brands Wither. This chapter highlights how the Borden brand hit a massive decline in 1991 by letting the brand lose public recognition and acceptance, ultimately making a recovery process virtually impossible. The clashing of different management philosophies/strategies and conflict with top-level managers was a big reason for the brand's decline. By the time a change in command happened, it was already a bit too late, and two of the four divisions were operating at a loss. The morals summarized at the end of the chapter highlight how you should be aware of an "Unfocused Strategy" and "For mature products, beware using primary-demand advertising." If I were to have read this chapter in 2019, I would have easily taken away the messages of having a clear and centered idea that would go well with the expectations of high management and have a focus on selective demand to promote a specific (Chegg) product, rather than the boost the market for that particular industry (Chegg, and its competition).