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Monday, January 6, 2014




Resolutions, we all make them at some time in our lives. Frequently they are at the start of the New Year or, perhaps, after we’ve made an error, or when we need to correct an unwanted behavior. Typically our resolutions are about personal development and success. They’re about doing better or just doing different. “I resolve to...


  • lose 25-pounds;
  • learn a new language;
  • stay in closer contact with friends;
  • find a new job;
  • finish writing that novel I started seven years ago;
  • watch less television or play fewer video games;
  • work longer, harder, smarter to get promoted;
  • complete a triathlon;”


and on, and on, and on. We make them but don’t always keep them. That’s because we require constant reminding, discipline and, probably, a modicum of success to ensure we stay on track and remain motivated. They also require that we take the time, devote the energy and make the commitment to turn our resolutions into reality. This is particularly difficult given the demands and busyness of life.


One of the areas high achievers make resolutions is in their work life. But, if you are like us then, perhaps, you are so enmeshed in you work and family life that you have not had the opportunity to reflect on, and even make, your resolutions regarding your role as a marketer. Yes, this is about being a better marketer. And to be a better marketer we need to work at transforming ourselves into being better human beings, true citizens of global family. Here are some resolutions for you to consider:


As a “marketer” I resolve to:


Be, above all else, customer centric;


Resist attempts to reach out to all the customers in

the category but, instead, to carefully choose,

marshal and focus available resources

against a select segment of customers;


Get beyond defining and engaging these customers

based upon superficial demographics, classifications

and stereotypes.  Instead, I resolve to really get to

know and better appreciate my customers

so that I can really understand and anticipate their needs

and serve them better than my competition;


I resolve to become a Marketect,

in the manner of the late Steve Jobs,

in redefining the marketplace for my customers,

to create brand loyalty;


To create a competitive brand positioning strategy

built upon a big, juicy Brand Idea that disrupts the

category and use it: a) as the blueprint for directing

the organization; and b) to steward brand development

by ensuring it is reflected in everything we decide and do,

in order to firmly establish it in the marketplace;


To earn the trust of customers by providing “honest”

products at a fair value that balance price with

benefits, and exercising the highest code

of ethics in all decisions and actions;


To devote myself to creating a bond between

our customers and the brand

based upon my ability to anticipate their needs and delight

them in everything the organization does to

deliver on the brand promise;


To seek to get beyond “unsights” to discover

“legitimate” and “productive” customer

insights that reveal deep-seated truths, values and/or

needs  our brand can better fulfill versus competition;


To transcend product features and attributes and

focus on the experience we provide customers;


To think different, challenge the conventional

wisdom in where, how and with what

we engage our customers;


To encourage, seek and settle for nothing less than

BIG juicy Ideas that animate the brand and its positioning

to compel customer preference;


To coach versus evaluate the work of resource groups,

such as my agency, so as to add value to the productivity

of their work, and all ideas and tactics we employ;


To take steps to enhance my personal development

and capabilities so I can realize my potential and

make a difference for the customer, brand

and organization I serve;


To analyze and gain knowledge regarding the

effectiveness (ROI) of all the marketing mix

elements and tactics I employ in support of the brand;


To focus my energies and time on those critical,

non-urgent activities that will have a major impact

on brand development and health versus those

non-critical, but urgent, activities that do little, if anything,

to serve customers and advance the brand;


To make my marketing matter more!


While the aforementioned suggestions may appear to be far too many resolutions than any one of us can possibly handle, they really focus around several areas, and are interrelated. Specifically they deal with:


1. Being customer centric;
2. Becoming a Marketect;
3. Building and marketing healthy brands;
4. Providing customers with a positive experience;
5. Championing BIG Ideas;
6. Marketing responsibly;
7. Enhancing your personal capabilities; and
8. Making your marketing matter more.


Come to think about it, this actually is more than a set of resolutions. It could be viewed as an operational code of conduct for brand marketers, serving to marry aspirational intentions in serving customers with imaginative and thoughtful strategies, and actions.


It might be a good idea to select the three you believe are most important that you are currently not addressing, and to adopt them as your resolutions for this New Year, 2014. Share this with your team and gain their input. Importantly, commit to achieving them on both a personal and organizational level.


If we can be of any service to you in 2014 regarding brand related marketing matters such as: conducting training for your team; or assisting you in developing a Competitive Positioning; Discovering Legitimate and Productive Customer Insights; generating BIG juicy ideas and transforming them into winning concepts; or maybe you could use assistance in producing a strategically appropriate, single-minded Creative Brief; or creating a world class marketing plan driven and linked by behavior objectives so as to create a Learning Enterprise founded on generating positive MROI (Marketing Return on Investment), or achieving any of the aforementioned resolutions to make your marketing matter more, please don’t hesitate to contact us at 800 255-9831 or simply reply to this DISPATCHES email.


Happy New Year and best wishes in all you choose to do and be.



Richard Czerniawski & Mike Maloney

Richard Czerniawski

430 Abbotsford Road

Kenilworth, Illinois 60043

tel 847.256.8820
fax 847.256.8847

reply to Richard: or



Mike Maloney

1506 West 13th

Austin, Texas 78703

tel 512.236.0971
fax 512.236.0972

reply to Mike: or

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