Dramatize Your Message To Connect With Target-Customers

When was the last time you gave your full attention, and listened, really listened, to the flight attendants as they announced and visualized safety instructions for your aircraft? You probably can’t remember. And, if you are being totally honest you’ll admit not only to not listening but actively tuning-out the instructions despite the fact that […]

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What It Means To Be Competitive

Senior managers will claim that their company, brand or new marketplace entry is “competitive.” Yet so very often their products are “me-too,” further contributing to the “age of sameness” in an era characterized by a proliferation of products (i.e., an “age of abundance”) in virtually every market. Additionally, they’re under-funded and/or their organization is not […]

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Lessons From The Lemon-Lime Wars—Part 2

In our last DISPATCHES we had been recounting the little-remembered story of 7-Up’s “wars” against the big colas, Coke and Pepsi, during the 1970’s and early 1980’s.  Just as a quick summary, 7-Up’s first attack came in the form of their legendary “Uncola” ad campaign…which had a lot do with their growth to a 7%+ […]

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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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