LIVING IN THE FUTURE – TODAY

The coronavirus pandemic is the cause of significant disruptions in all aspects of daily living around the world. Many countries and states are demanding, if not enforcing, social distancing by closing restaurants, bars, spectator events, and non-essential businesses. The President extended our quarantine through April—another 30-days on top of the 14 or so we’ve endured. […]

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WORKING TOWARDS A BETTER (MARKETING) FUTURE

The coronavirus pandemic is the cause of significant disruptions in all aspects of daily living around the world. Many countries and states are demanding, if not enforcing, social distancing by closing restaurants, bars, spectator events, and non-essential businesses. My clients, and you, my subscribers to DISPATCHES and Marketing Matters, are all working from home, as […]

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AVOID CONVERGING ON THE “RIGHT” POSITIONING STRATEGY

This article is an excerpt from my new book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. You can learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors I’ve observed from my years of practice working with leading companies throughout the world that the “right” answer is the same for all of them. It’s “the first executional expedient answer […]

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DEFINING THE TARGET CUSTOMER

Marketing Matters “Rx” offers prescriptions (suggested remedies) for what could be ailing your marketing. Comply with it, where and as appropriate, to achieve Smart(er) Marketing. Defining Your Target Customer – Rx: Include a psychographic label when defining your target customer. Make it a “magnetic psychographic”—one your target customer will identify with and want to join. “Goal Achievers” and “Difference Makers” are […]

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THE BRAND IDEA – THE PURPOSE OF YOUR BRAND

The Brand Idea is the theme of the positioning strategy. Unfortunately, many so-called brands lack an idea. Consequently, their positioning strategy is undifferentiated versus the competition. Instead, their products are like eggs. They do the same things, work in the same general ways, and produce the same basic outcomes.  How we serve-up our egg makes […]

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IN DEFENSE OF (SMART) MARKETING

This article is an excerpt from my new book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. You can learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors Our host kicked-off a brand positioning and communications training program we conducted in Europe by having all the participants introduce themselves. In addition to the standard questions such as […]

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MATTER MORE

This Marketing Matters issue is a special shout out to thank all of you have purchased my latest book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing, launched yesterday. I must have the luck of the Irish and, more importantly, marketers who are interested in what I have to share to […]

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SHORT-TERM MENTALITY – LONG-TERM HARM

Profiteer (verb) one who makes or seeks to make an excessive or unfair profit  Tomorrow is the launch of my new book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. I intended this musing to be about it. However, the coronavirus intruded upon it (albeit rather benignly), as it has seriously interfered […]

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SUCCESS IN MARKETING – IT’S ABOUT YOU TOO!

We can attribute success in marketing to a host of factors. On a macro level, it’s about the skillful application of the science and art of marketing to address a given situation comprised of your offering, competitors and their strategies and activities, marketplace dynamics, customer attitudes and behaviors, regulatory or legal issues, etc. Achieving success […]

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WELCOME TO “VALUE-LESS” COPY

“15 minutes could save you 15% or more on car insurance.” (GEICO) “Only pay for what you need.” (Liberty Mutual) “When insurance is affordable, it’s surprisingly painless.” (Esurance) “Don’t mess with my discount!” (State Farm) “Get Allstate, where good drivers save 40% for avoiding mayhem—like me.” (Allstate) Within the annals of traditional advertising, one of […]

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