STRIVE TO BE A MARKETECT

I coined the term “Marketect” years ago, which is worth revisiting. Marketect is comprised of two words, “marketer” and “architect.” The word “architect” comes from the Greek word “architektor,” meaning “master builder.” Architects design structures AND supervise their development. Marketing is a lot like architecting. Instead of designing and managing the construction of buildings, bridges, […]

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TELLING BEHAVIORS…FOR TRUE BRAND-BUILDERS

“This factor, ‘telling behaviors,’ adds valuable texture to the strategic Target Customer definition.  It thereby provides us with a deeper understanding of our prospective customers.  It consists of, and results from, direct observation of what else they do consistent with treating the condition, their life-stage, or occasion relative to the category.”                                     –Competitive Positioning, Czerniawski […]

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COACHING THE OVERVIEW – WHAT’S THE PURPOSE?

No, this isn’t going to be about the purpose of the overview when coaching, but the purpose of the meeting in which you will be called on to provide it. I’m focussing this musing on the latter subject because an overview needs to be consistent with the purpose of the get-together, coupled with your appraisal […]

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RESULTS OF POLL FOR THE BOOK COVER DESIGN WINNER

The results from the poll to inform the selection of the book cover design are in and have been tabulated (without the help of a top accounting firm). It has been an interesting experiment. I learned as much about your preferences as much as I did about how you assessed the designs. Thank you all […]

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IS IT A SWITCH OR UPGRADE?

Many marketers are not entirely clear on intended target-customer behavior objectives. In practice, many marketers don’t even consider “behavior” objectives when undergoing marketing planning. It’s truly a big miss when they don’t because, plainly stated, “you don’t make a sale without generating a customer behavior.” Said another way, “stimulating the customer behavior rings the cash […]

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MARKETERS WHO MAKE A DIFFERENCE

The role of marketing is to “create brand loyalty.” We’ve made this our mantra. We hope you will make it yours too! There’s a lot contained within these three words.  Create means bring a customer into existence. It’s about generating sales, incremental sales. The brand goes beyond the physical product to encompass a constellation of […]

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HOW TO JUDGE A BOOK BY ITS COVER – POLL

Some say you can judge a book by its cover while others say you cannot. I believe they are both correct. How’s that possible? It comes down to who is doing the judging and the criteria used for assessing the book cover. As you may remember from an earlier Marketing Matters musing, I created a […]

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TRIBUTE TO THOSE WHO GAVE (AND GIVE) THEIR LIVES – HALLELUJAH

Dear readers. This week we are publishing a special edition of DISPATCHES to honor those brave men and women, and their families, from all peacekeeping nations, who sacrifice their lives that we might enjoy freedom. The regularly scheduled DISPATCHES – Insights from the Marketing Front, will return next Monday, 3 June, along with Marketing Matters […]

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TAKE MORE SHOTS ON GOAL

I’m currently engaged in design development for the cover to my upcoming new book AVOIDING CRITICAL MARKETING ERRORS – How to go from dumb to Smart Marketing. I’m taking two routes to creating the book cover. One is to use one designer, who created the cover for COMPETITIVE POSITIONING, to focus on the assignment. The […]

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HALF-EMPTY OR HALF-FULL – WHAT’S THE DIFFERENCE?

I’m working from my local Barnes & Noble, sipping a Starbuck’s decaf tall Pike’s Peak coffee. (I’ve already consumed a pot of the high-octane stuff and any more would have me bouncing off the walls.) I had to leave my home office as my realtor is holding a second “realtor open house.”  I could say […]

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