EARNING THE RIGHT TO LEAD THE MANAGEMENT

Within PepsiCo for many years there were two—and only two—overarching practices demanded, without exception, of its marketers:  exhibiting Thought Leadership and Personal Leadership.  Without both of these constantly at work, everyone knew that neither the exceedingly high business growth rates nor the (commonly expected) speed of one’s career advancement would happen.  Brand Managers were well aware of the […]

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THE SECRET TO BUILDING SUCCESSFUL BRANDS AND ORGANIZATIONS

The Houston Astros baseball team appears to be under attack from its rivals. It’s not through recruiting dominant pitchers or crushing home run hitters but raiding Houston Astro “knowledge” personnel. According to the May 7, 2019, Wall Street Journal article, “A Brain Drain for the Astros,” by Jared Diamond, other teams are poaching Astro’s management. […]

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LET’S RUMBLE

“We’re all gonna get into a fight!”Pink – So What We need to mix it up, as in fighting. Not in the ring but our organization, on our brand. We need to rumble to get beyond the “right” answer. Why? In an organization, the right answer is usually “the first executional expedient solution that has […]

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HOW TO MARKET TO MILLENNIALS

My wife and I put our 127-year old home up for sale this past Monday. We’re moving, and it’s time. Our daughters have careers and families of their own. We’re ready for warmer climes and a change in lifestyle.  On Tuesday, our realtor held an “open house for realtors.” Overall, the realtors were impressed with […]

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EGG-STRAORDINARY SEGMENTATION

Segmentation – Classifying parts that contribute to the whole. It’s no secret that I love eggs. I’ve written about eggs in DISPATCHES (Egg-actly Brand Worthy Idea) and Marketing Matters (Serving Up The Whole Egg). Each time I’ve contemplated the egg (better it than my navel) it has been relative to marketing related matters. You might […]

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K-I-S-S

My wife asked me to help her pack away some items. She had an Office Depot box in which to store them. Specifically, she wanted me to assemble the box. Not being particularly crafty, my first instinct was to search for the instructions. These were printed on the box material for easy access. However, I […]

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TURN SOCIAL MARKETING INSIDE-OUT

I’m all for societal marketing but not for social marketing. What’s the difference? As I explained in a recent DISPATCHES’ article, societal marketing is all about doing what’s right for the customer and society. To repeat what I stated in that earlier article, if, for example, we have “negative” ingredients in our products that could harm […]

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SERVING CUSTOMERS FROM THE HEART

This week I brought my car in for springtime servicing, although spring has not yet sprung in Chicagoland. I use HEART Certified Auto Care to keep my 2007 Porsche Cayman in tip-top shape. Unfortunately, it required more than an oil change and rotation of winter for spring tires. It needed replacement of the front wheel […]

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CAR INSURANCE ADVERTISING: WHERE WIIFM MEETS FUD

“How many insurance ad campaigns can you name off the top of your head?  Probably a lot.  Most of these campaigns are zany, full of jingles and catchphrases.   Now think about insurance companies.  Do you know which brands supply each of your policies?  How much is the deductible in your health plan? Everyone should know the answers to these questions.  Yet […]

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WHAT IS YOUR POP?

I’m always harping on the need for marketers to discover their POD – Point of Difference benefit. Not for the sake of mere difference. But, a POD with distinction. Namely, the difference is relevant to their chosen target-customers and meaningful (as in degree of difference) to be of value to them. In other words, this relevant, meaningful difference […]

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