IN DEFENSE OF (SMART) MARKETING

This article is an excerpt from my new book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. You can learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors Our host kicked-off a brand positioning and communications training program we conducted in Europe by having all the participants introduce themselves. In addition to the standard questions such as […]

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MATTER MORE

This Marketing Matters issue is a special shout out to thank all of you have purchased my latest book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing, launched yesterday. I must have the luck of the Irish and, more importantly, marketers who are interested in what I have to share to […]

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SHORT-TERM MENTALITY – LONG-TERM HARM

Profiteer (verb) one who makes or seeks to make an excessive or unfair profit  Tomorrow is the launch of my new book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. I intended this musing to be about it. However, the coronavirus intruded upon it (albeit rather benignly), as it has seriously interfered […]

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SUCCESS IN MARKETING – IT’S ABOUT YOU TOO!

We can attribute success in marketing to a host of factors. On a macro level, it’s about the skillful application of the science and art of marketing to address a given situation comprised of your offering, competitors and their strategies and activities, marketplace dynamics, customer attitudes and behaviors, regulatory or legal issues, etc. Achieving success […]

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WELCOME TO “VALUE-LESS” COPY

“15 minutes could save you 15% or more on car insurance.” (GEICO) “Only pay for what you need.” (Liberty Mutual) “When insurance is affordable, it’s surprisingly painless.” (Esurance) “Don’t mess with my discount!” (State Farm) “Get Allstate, where good drivers save 40% for avoiding mayhem—like me.” (Allstate) Within the annals of traditional advertising, one of […]

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GETTING AND STAYING IN THE GAME

During a holiday in Barcelona, we took to the roads and headed into the mountains. My son-in-law drove us in the family Peugeot SUV. As anticipated, we weren’t the only non-USA brand of automobile trafficking the highways, cities, or towns. However, I had not expected to encounter so few American brands. There were Renaults, Citroens, […]

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THE END OF A LOVE AFFAIR

You just slip out the back, Jack Make a new plan, Stan You don’t need to be coy, Roy Just get yourself free Hop on the bus, Gus You don’t need to discuss much Just drop off the key, Lee And get yourself free Paul Simon – 50 Ways to Leave Your Lover We’d been […]

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BARRIERS TO INNOVATION TOO

Last week I shared two musings: Get Crazy to Innovate and Barriers to Innovation. My friend, Bill Weintraub, Professor at the University of Colorado, previously Chief Marketing Officer at Kellogg Company, Tropicana, and Coors Brewing Company, shared the most recent article with members of his network. Specifically, he was interested in learning if there were other barriers, other than […]

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FAILURE TO LAUNCH (SUCCESSFULLY)

This article isn’t about failing to launch to the moon, the earth’s atmosphere, or your seat during an unproductive meeting. Instead, it’s about failing to launch new products successfully and establish leadership brands. Many of our clients have a business model that requires the successful launch of new products to fuel growth. The new products […]

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BARRIERS TO INNOVATION

Bill Weintraub, Professor at the University of Colorado, previously Chief Marketing Officer at Kellogg Company, Tropicana, and Coors Brewing Company, whom I hold as a and friend and advisor, emailed me regarding the previous issue of Marketing Matters: Get Crazy to Innovate. He asked, “Why do you believe some people are reluctant to innovate or take risks with new […]

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