My father was a Mad Man, which means he worked on Madison Avenue in the 1950s and 1960s. (That was the Golden Era of advertising that I talked about in a previous post called How to Save the Ad Agency Business.)

When I was younger, my father would share some of the lessons he learned working in great agencies like Benton & Bowles and Ogilvy & Mather. (David Ogilvy was, in fact, a family friend who used to come over to our house and share war stories with my father.)

One of the many stories I heard was how Dove Soap used an innovative marketing technique to squash competitors who were entering in to their key markets.

To this day, it’s one of my favorite business case studies, and I talk about it in the short, abbreviated podcast below. Do you have a few minutes to learn something important? If so, just click the play button below, or download it here, or visit iTunes or Stitcher and listen there.

About the Author: Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing optimization firm that helps businesses improve the impact of their marketing by 10% or more. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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