KNOWING YOUR (HIDDEN) COMPETITORS

Every marketer believes s/he knows who the competition is. But many tend to only recognize the most visible competitors. Hidden from our focus are other important competitors that can undermine your brand’s growth potential or, worse yet, steal market share and growth from it.   The Usual Suspects Who’s your competition? Let’s start with the […]

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WHAT ARE YOU DOING FOR YOUR BRAND TODAY?

Bob Townsend, one of my former bosses at Johnson & Johnson, whom I admire greatly and learned much, would boldly barge into my office every morning, ignoring my closed door (as I would attempt to shut-out distractions to think and plan my day), in sartorial splendor with a custom fitted double-breasted suit, starched white monogramed […]

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ADOPT “INCREMENTALITY”

Athletes strive to perform better than ever before. It’s a function of their competitive nature, dream to create a legacy, desire to remain on the team roster, and extend their athletic careers. They know to beat their competition and/or realize their full potential they must push through their physical and mental boundaries to reach new […]

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THE TRUE PURPOSE OF ADVERTISING

Advertising – Any messaging, regardless of medium or vehicle, intended to change or reinforce target-customer perceptions to drive sales. Richard Czerniawski     Super Bowl LIII is scheduled to be held on February 3, 2019, at Mercedes-Benz Stadium in Atlanta, Georgia. That’s 66-days from the date of this publication of Marketing Matters. My Chicago Bears […]

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BUD LIGHT ADVERTISING: IT’S A DILLY!

King: “Barkeep, Bud Lights for everyone!” Guest: “Actually, I prefer a nice mead.” King: “Barkeep, Bud Lights for everyone and one mead.” Guest: “Is it autumnal?” King: “Barkeep, Bud Lights for everyone and one autumnal mead.” Guest: “Is it malty and full-bodied because I like—–“ King: “Cancel that mead.”(Guest shackled in the stocks) “Bud Light. For the Many, Not the Few.”   As […]

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HAPPY THANKSGIVING!

We’re taking a break from publishing DISPATCHES and Marketing Matters this week to celebrate the Thanksgiving Holiday with family and friends. It’s the special time of the year set aside to give thanks for our many blessings. Among them is your readership, which gives voice to our learning and desire to make marketing matter more […]

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MACY’S – SHRINKING ITS WAY TO GREATNESS, SOLVENCY OR CONTINUED DECLINE

When I was a boy of 5- or 6-years old, my grandmother took me to the R. H. Macy’s Department Store on 34thStreet, Manhattan, during the Christmas Holiday season. We boarded a train from Brooklyn that took us there. It was a double gift from her as we were out together to share a major […]

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DON’T GET CAUGHT IN THIS AGE OF COMMODITIZATION

I’m need new eye-glasses. My prescription has changed because, well, my vision has changed, and not for the better. Such is life. So, I’m on the hunt for a new pair of eye-glasses. I’m perfectly content with my current eye-glasses’ frames but I need a vision correction and they (Warby-Parker, my current provider) no longer […]

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MAKE MARKETING EVERYONE’S JOB

The role of marketing is to “develop and maintain a customer”. I like to define it as CREATING BRAND LOYALTY, the title of the first book I co-authored with my business partner of 25-years, Mike Maloney.   The word “CREATE” means to bring a customer into existence, which is all about acquiring customers. “BRAND” refers […]

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CRITICAL MARKETING MISTAKES – OVERSTATING YOUR CAPABILITIES AND UNDERESTIMATING THE COMPETITION – PART 3

Poor marketing practices negate achievement of favorable business results and undermine the role of marketing. This article, the last in a 3-part series, deals with two errors that go hand-in-hand, overstating your brand’s and/or organization’s capabilities and underestimating the competition. Part 1 addressed the causes of each. Part 2 focused on ways to avoid the […]

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