AMERICA’S LIGHT BEER BATTLES: WASSUP?

“Bud Light:  Brewed with no corn syrup.” “Coors Light:  The More They Keep Talking, the More We Keep Refreshing.” (“The World’s Most Refreshing Beer.”) “Michelob Ultra:  Superior Light Beer—2.6 carbs and only 95 calories.” “Michelob Ultra Pure Gold:  Beer in Its Organic Form.”  (“Certified organic, no artificial colors or flavors.”) “Miller Lite:  Great Taste with […]

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A TOWERING EXAMPLE OF OPPOSITIONING

Zion Williamson is a college basketball phenom. Zion, 6’8” and 285-pounds, whom many consider to be the number 1 pick in the NBA 2019 draft, at a towering 6’8″ and 285-pounds, has missed playing Duke’s last five games due to a sprained knee. The incident occurred in the first minute of play against their great […]

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PRICING PEEVES – 2

Taking annual price increases without adding value to the offering is one of my pricing peeves. Yes, there are others that I believe erode trust in a brand. Specifically, I’m thinking of those enterprises that use variable customer demand-based pricing. I don’t object to all variable customer demand-based pricing. When launching innovations where customer demand […]

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PRICING PEEVES – 1

While not meaning to be peevish, I clearly have my peeves regarding certain pricing practices. One such practice that immediately comes to mind is the taking of annual price increases to grow revenues. What disturbs me about this is multifold: Typically, there’s no added-value provided to customers. It’s about charging the customer more for the […]

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PRICING – AN IMPORTANT BUT UNDERUTILIZED “P” OF MARKETING

All marketers know the 4-Ps of marketing – Product, Placement, Pricing, and Promotion. And, if you are familiar with our work and read our books and blogs then you know there’s a fifth “P” – Positioning. You also know then that Positioning is the most important “P,” as it the one that directs our strategies […]

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A RECIPE FOR CREATING A MARKET

I leave Pensacola, Florida, today. Given that this is my last blog from this outpost I thought I’d reflect on a Pensacola institution, Joe Patti’s Seafood. Joe Patti’s is a seafood emporium offering dock-fresh fish at wholesale prices to the public since 1931. It started on the front porch of the Patti home. The business […]

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EMBRACING CONFUSION – TRUST THE PROCESS

My wife and I are currently spending time in Pensacola, Florida, on the beautiful Gulf of Mexico. The sun is hot, even though it’s winter. The sands are white. And, while the sea is majestic, it can be quite treacherous at this time of year. When we walk along the beach following dinner, I contemplate […]

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SUSTAINING CUSTOMER LOYALTY

Today marks our 49th-wedding anniversary. My wife and I are celebrating it here in Pensacola, Florida. We were married at the chapel on the Naval Air Station, where I served. The Navy granted me two days, during the three-day President’s Day holiday weekend to get married. (As the saying goes, if they wanted me to […]

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WHY NEW USERS TRUMP NEW PRODUCTS

“Twitter keeps losing monthly users, so it’s going to stop sharing how many.” “Twitter’s monthly user count has fallen for three quarters in a row…announced in Twitter’s latest earnings, where the company disclosed it had lost another 5 million monthly users during the final few months of 2018.”                                                                          –THE VERGE, February 7, 2019 We’re once […]

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SERVING UP THE WHOLE EGG

Going back, way back in time, when I was an elementary school student, we referred to our classmates (and adults) who were really, really smart as “eggheads.” Irwin Chimerin, our PS 163 class valedictorian (1960), was an egghead. Einstein was an egghead. I’m an egghead too, but not because I’m particularly smart. I’m a different […]

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