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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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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