INNOVATION – DREAM IT, THEN DO IT!

Innovation – going from idea to impact This morning I applied a fresh FreeStyle Libre 14-Day Sensor. It’s a continuous glucose monitor (CGM). You apply the sensor to the back of the upper arm. Load the FreeStyle app on your mobile phone. Click where indicated on the app, point the top of the phone over […]

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THE BRAND IDEA

Contrary to what you may have learned in school, positioning is the most important “P” in marketing. It should not be treated as a subset of promotion. To create a competitive positioning strategy, it must reflect your aspirations for the brand and its relationship to target customers within the context of market competitors. The Brand […]

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THE (CURRENT) STATE OF ADVERTISING

This video is a continuation of my discussion with Bill Weintraub, former CMO of Kellogg’s, Tropicana, and Coors, regarding advertising. This is Part 2. It addresses our perceptions of “the current state of advertising” and some of the many factors contributing to it. See it here: “NINETY-NINE PERCENT OF ADVERTISING DOESN’T SELL MUCH OF ANYTHING.” David […]

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PROFIT IS NOT EVIL

Unfortunately, many believe profit is evil. Profit is no more evil than pursuing advanced education or consuming more organic foods. These deal with promoting advancements—the enterprise, careers, and contribution to society, overall health, and well-being. We should and must strive for profit to build and maintain a business. Profit goes beyond rewarding investors. It provides […]

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AVOIDING ERRORS THAT COULD BRING YOUR BRAND DOWN

Let’s reflect upon and talk about the king’s recent misstep. No, I’m not singling out any one monarch of a specific country. Au contraire, I’m referring to the self-proclaimed king of, all things, the hamburger. This article is about Burger King. I come not to condemn nor bury the Burger King. Many are leading this […]

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J&J FACES THE BIGGEST MARKETING CONUNDRUM YET

Conundrum, noun. A confusing and difficult problem or question.  The general public tends to give Johnson & Johnson a lot of much-deserved credit—for well over a hundred years’ history of manufacturing superior-performing, totally safe, and (best of all) highly trusted products.  And a good many blue-chip companies—including competitors—also give J&J high marks, even kudos, both for persistently […]

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The Purpose of Advertising – Summary

This video summarizes the key points from my discussion with Former CMO for Coors and current Instructor of Advertising at the University of Colorado, Bill Weintraub, on the purpose of advertising. Click the play button below to view the summary video. If you want to view the original discussion in its entirety, go to: https://www.youtube.com/watch?v=sb8EI4g4Oyg&t=9s  […]

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The Purpose of Advertising

Here’s a video of the discussion I had with Bill Weintraub, Former CMO for Coors and current Instructor of Advertising at the University of Colorado, Boulder. Bill is a dear friend and colleague. Here, we discuss the purpose of advertising. I hope you find it helpful.

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THE SECRET TO BUILDING SUCCESSFUL BRANDS AND ORGANIZATIONS

Major League Baseball season is about to begin. I’m excited about taking in a few games, here, in Pensacola. It’s not MLB, but MiLB—Minor League Baseball. I will be root, root, rooting for the home team—the Blue Wahoos, a Double-A affiliate of the Miami Marlins.  The upcoming baseball season got me reminiscing of rival MLB […]

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PUT KEY COPY WORDS TO WORK FOR MORE COMPELLING MESSAGING

We’ve recently begun work for a client in a therapeutic category where the right treatment can mean the difference between prolonging life or dying prematurely. As we do with every assignment, we review the client’s and their competitors’ messaging. In this case, there are 14 brands (including therapies with multiple brands) and 26 ads—14 targeted […]

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