LEARNING FROM LEE IACOCCA – MARKETECT

Lee Iacocca, among one of the first “business celebrities,” passed away on 2 July 2019. Most of us may be familiar with him in name due to his celebrity but not fully appreciate his accomplishments since he was prominent back in the 1980s—long before most of you became marketers.  He, along with Steve Jobs (Apple […]

Read More

HATCHING A BETTER EGG

For quite some time, we’ve been comparing your product to an “egg!” What we’re saying is that there is really little difference in products competing in the same category. They work in the same fundamental way and generate the same basic outcomes—regardless of your category! Consequently, in this “age of sameness and abundance” where generally […]

Read More

4th Of July Holiday

We are not publishing DISPATCHES or Marketing Matters this week. We’re taking time to celebrate the 4th of July with family and friends. This is the day that represents our Declaration of Independence and our country’s birth as a free and independent nation. It’s a day where we get together with family and friends to […]

Read More

DON’T LET SUCCESS GO TO YOUR HEAD*

Past success(es) can be a problem. In a 1999 Harvard Business Review article, “Why Good Companies Go Bad,” which could easily be titled, “Why Good Brands Go Bad,” Donald N. Sull writes, “Success breeds active inertia, and active inertia breeds failure.” This is as true today, perhaps, even more so than when it was first written […]

Read More

WAYS TO WIN IN THE MARKETPLACE

With so many product choices today, we truly live in an age of abundance. It is also an age of sameness. Moreover, generally acceptable quality (GAQ) reigns. So, how might we break-out of the pack to win? There are four ways to win with our brand in the marketplace. I’m not referring to functional areas such […]

Read More

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, […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More