SUMMER BREAK

It’s difficult for me to do. But I’m going to do it? What’s “it!” Well, I’m taking a holiday from writing and publishing DISPATCHES and Marketing Matters for the month of August. I’ll be returning on September 12 with a new issue of DISPATCHES. In the meantime, I plan on pursuing my hobbies, reading, catching […]

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EGG-STRAORDINARY SEGMENTATION

Segmentation – Classifying parts that contribute to the whole. It’s no secret. I love eggs. I’ve written about eggs in DISPATCHES (“Egg-actly Brand Worthy Idea”) and Marketing Matters (“Serving Up The Whole Egg”). Each time I’ve addressed the egg it has been about marketing related matters. You might say I’m obsessed with two of the […]

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DO YOU PRACTICE EMINENCE- OR EVIDENCE-BASED MARKETING?

In the early days of medicine, as late as the last century, during which many current marketers entered this world, eminence ruled medical practice. The practice included bizarre and radical treatments such as performing lobotomies on patients suffering from mental illness. Or bleeding patients with leeches to rid them of excess “humours” believed to cause […]

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LOGO DESIGN – DOING IT RIGHT

We wrote, “Logo Design—A Critical Element in Making Your Marketing Matter More” a few weeks ago. We identified the many purposes the logo design serves and the reasons for changing a brand’s or organization’s logo. You can find the full article here:http://bdn-intl.com/logo-design-a-critical-element-in-making-your-marketing-matter-more This week we’re sharing a famous brand’s makeover. We’re referring to a brand […]

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THINK ABOUT IT: COMPETITIVE BRAND POSITIONING STRATEGY

Do you have a physical copy of your brand’s Competitive Brand Positioning Strategy? If not, does that mean that you don’t have a brand positioning strategy?  Au contraire.  We define competitive positioning as “how we want target customers to perceive, think, and feel about our brand relative to competition.” Not having a memorialized statement doesn’t mean that […]

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SOME PLAIN & SIMPLE PERSPECTIVES ON ADVERTISING

Advertising works; argue if you may. However, it doesn’t work for every brand. Promotion works too. But again, not for every brand. It’s too bad because spending behind what doesn’t work reduces the bottom line. The bottom line is what funds your brand and organization. Let’s not forget that growth opportunity losses are also a […]

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LOGO DESIGN—A CRITICAL ELEMENT IN MAKING YOUR MARKETING MATTER MORE

Your logo is a symbol representing your brand or organization, the brand’s face to the public. It comprises words, images, and colors. Your brand’s logo is vital to marketing success. In addition to serving as the face of your brand, logos serve additional purposes, among are: Creating an identity that sparks instant recognition Differentiating your […]

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CREATING MARKETING SUCCESS

Establishing relevant, meaningful differentiation that drives “preferentiation” is essential to creating marketing success in the absolute and relative to your competition. But what does this marketing principle mean? Relevant Differentiation without relevance is meaningless. Worse, it’s odd. It’s weird. Prospective customers will ignore it at best and turn them off at worst.  Relevance speaks to satisfying […]

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TRIBUTE TO THOSE WHO GAVE (AND GIVE) THEIR LIVES

Today, 30 May 2022, is Memorial Day. Memorial Day is not just a long holiday weekend for our pleasure. It is a time when we remember and honor military personnel who sacrificed with their lives so that we might enjoy life, freedom, and an elusive world of lasting peace—people like my Grand Uncle, Joseph Giardina. […]

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FAILURE TO LAUNCH (SUCCESSFULLY)

This article isn’t about failing to launch to the moon, the earth’s atmosphere, or your seat during an unproductive meeting. Instead, it’s about failing to launch new products successfully and establish leadership brands. Many of our clients have a business model that requires the successful launch of new products to fuel growth. The new products […]

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