Have you noticed (if you watch any traditional cable or dish TV shows, of course you have) how much more dominant, repetitive, and yes, annoying than ever in recent memory have become the ads for two categories of products–Insurance and Pharma? Within Insurance, perhaps none is more relentlessly brow-beaten into us than the Liberty Mutual […]
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This question that I’m posing, “What are you marketing?” requires answering three questions: “What is your business?” “What is your brand’s “WHY?” “What is your brand’s promise to prospective customers?” A photo a client shared with me prompted the question. It shows a delivery boy of about 14-years old leaning against his bicycle in front […]
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No, I’m not asking how you might view the bottle of Chivas. Instead, I’m raising the question regarding how you see your marketing. Is it half-empty or half-full? Every marketer I ask professes that it is more than half-full. No one will turn the finger on themselves and proclaim their marketing is half-empty. We believe […]
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Make it so powerful, so unusual, or so dynamically dominating that it captures the eye despite the competition of other advertisements less unique or less positive in their impact. Victor Schwab, HOW TO WRITE A GOOD ADVERTISEMENT When I think of the word “breakthrough,” I imagine a leap forward. Unfortunately, in the domain of advertising, […]
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Differentiation is fundamental to marketing success. It aids in transforming a product into a brand and for a brand to stand out from the extensive crowd of homogenous products. However, it is not differentiation for the sake of merely being different. Something may be different but fail to make a positive impression on target customers […]
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According to a MediaPost Weekend report, “CMO Tenure Hits a 10-Year Low.” It dropped to 40- months (that’s only 3-years and 4-months!), with median tenure falling to <26-months. This contrasts to CEO tenure of about 6 and ½-years. What gives? One of the key reasons given for the short tenure is that marketing is changing rapidly. […]
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Labor Day has come and gone, signaling the unofficial end to summer. We hope you enjoyed a wonderful vacation, affording you some welcome relief from the confinement of the past 18-months brought on by the Covid pandemic. Now we’re all back at work. Accordingly, we are resuming DISPATCHES and Marketing Matters—articles sharing insights from the […]
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Dear readers of DISPATCHES and Marketing Matters, DISPATCHES and Marketing Matters are publications of Brand Development Network International. The purpose of each is to contribute to helping make marketing matter more through sharing our perspectives—honed from decades of brand marketing experience with Fortune Top 100 Companies throughout the world—on marketing excellence. Our writing is founded on […]
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We need to make our brand messaging meaningful if we expect to generate favorable results. What is a meaningful message? Well, first and foremost, it depends upon your chosen target customer. What’s meaningful to one person may not be meaningful to another. So, you must be strategically astute and select your target customer carefully. (Your target […]
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We want Key Copy Words (KCWs) to stick, like a Post-It-Note in our target customers’ heads. What better way to do it? Sing it! Have you ever experienced an “earworm?” You know, a tune that keeps popping up in your head. Try as you might; it just won’t go away! Well, jingles are like that, […]
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