Competition Will Make Us Better Or Break Us

  Taxi cabs have been memorable in Chicago but not for exceptional service. There was a time when you’d get into a cab in Chicago only to discover that your driver spoke little English, if any at all. Nor might they know how to get you to your destination via the most direct route. The […]

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Lessons From The Lemon-Lime Wars—Part 1

As it’s now the dog-days of summer, with some extended blazing temperatures across the U.S., we thought something a little refreshing was in order.  Since we both were active participants in the relatively short-lived (and unsung) “lemon-lime wars” of the early 1980’s, we decided to summarize our lessons learned from them…principles, mainly, that in any […]

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On Competition – There’s More Than Meets the Eye

We all face competition. After all we live in an “age of abundance.” Regardless of the category there is a plethora of potential alternatives customers may choose among to fulfill their basic needs. There are 39,500 items, on average, in a supermarket. Just minutes from my home I can find five supermarket chains. There are […]

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Brand Performance Dashboard for Marketing Success – Part II

Your target goal is to achieve a market share of X (whether it be 15, 25, 35% or more) by Y-time. Beyond receiving your weekly (or daily) sales results, and a share report from a custom or syndicated data source, do you know what it takes and if you’ll achieve the target sales and market […]

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Brand Performance Dashboard for Marketing Success-Part 1

Your target goal is to achieve a market share of X (whether it be 15, 25, 35% or more) by Y-time. Beyond receiving a share report from a custom or syndicated data source do you know if you’ll achieve the target goal? This is a difficult question that gets to the heart of your understanding […]

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Building-Up RAM

RAM is “random access memory.” We’re familiar with this concept as it is an important attribute of our computers. We just don’t think of it as it relates to our human nature. Yet, it’s important as the more we have of it the more we can draw upon in helping us solve problems, recognize and […]

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Summer Schedule for DISPATCHES

We’re on summer schedule for writing and publishing DISPATCHES – Insights from the Marketing Front. This means we will going from issuing an article every week to every two weeks. Stay tuned for the next article, which will be available Monday, 18 June. Thanks for your continued readership and encouragement.

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Whatever Happened to Contingency Planning?

 “To…not prepare is the greatest of crimes; to be prepared beforehand for any contingency is the greatest of virtues.”  (Sun Tzu)  “One thing that makes it possible to be an optimist is if you have a contingency plan for when all hell breaks lose.”  (Randy Pausch) As we are both former military pilots (Navy and […]

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Repurpose Your Advertising

Why do you advertise? To generate buzz? To be get target-customers to like your advertising? To inform? Entertain? Do you advertise because that’s what is expected of marketing? Because it’s part of your job description? Perhaps, you advertise because it’s what the business has always done? Is it to generate awareness? Inspire you sales force? […]

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When Brand Positioning Happens—Right Before Your Eyes!

Working recently with a healthcare client brought to the forefront an age-old truth about brand positioning: namely, creating a winning positioning is essential—and admirable; but being unable to execute that positioning in the marketplace, for whatever reasons, makes all for naught.  Brand positioning strategies don’t do much for us if they remain locked in our […]

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