OPEN YOUR MIND TO NEW WAYS OF THINKING AND PRACTICES TO AVOID MEDIOCRITY

At a recent workshop for a major pharmaceutical company, I shared what, to me, was a troubling finding following a review of the advertising for brands in their therapeutic category. Specifically, the client company’s and competitors’ brand messaging to HCPs (Healthcare Practitioners) and CPs (Consumer Patients) was different! No, not different from one brand to […]

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IT’S TIME TO THINK DIFFERENTLY ABOUT DIFFERENTIATION (PREFERENTIATION!)

“But couldn’t any other brand in the category also say that?” Familiar Marketer Critique From time to time in the past, we have proposed that perhaps it was time to replace the Chief Marketing Officer (CMO) with a newer, more expansive (and competitive) leader-role:  the Chief Differentiation Officer (CDO).  And we identified a few areas, beyond the […]

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DID YOU KNOW …

Brian Grazer is an Academy Award-winning film producer and business partner of director Ron Howard. Recently, he shared with James Altucher, the host of the podcast bearing his name, the James Altucher Show, how he pitches and prefers to be pitched creative ideas for films. His pitch starts with the question, “Did you know …?” […]

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THE PROBLEM IS …

I recently participated in a Brazilian Jiu-Jitsu seminar. The professor conducting the workshop asked if we knew what the problem is. He answered his question with the remark, “The problem is that you’re fighting the wrong problem.” Ahhhh, that most certainly is a problem. When we try to solve the wrong problem in Jiu-Jitsu, we […]

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AVOID THE DOWNWARD SPIRAL

My wife took a drive to a local department store in our new locale. She relayed to me that it was rather depressing. It was sparsely stocked and not very well appointed. She really doesn’t care to go back to that store, and it’s unlikely that she will. The store situation is typical of a […]

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PUT KEY COPY WORDS TO WORK FOR MORE EFFECTIVE MESSAGING

We’ve recently begun work for a client in a therapeutic category where the right treatment can mean the difference between prolonging life or dying prematurely. As we do with every assignment, we review the client’s and their competitors’ messaging. In this case, there are 14 brands (including therapies with multiple brands) and 26 ads—14 targeted […]

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THE TIME HAS COME …

No, not to retire! Nor to slow down! In fact, I have a new book which will is scheduled for release very shortly. Instead, the time has come for me to relocate to warmer climes.  I’m currently moving from Chicagoland (Kenilworth, Illinois, to be precise) to the Florida panhandle (Pensacola, to be exact). My new BDNI […]

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MARKETING…THROUGH THE AGES

Age of ATTENTION – Age of ATTRACTION – Age of ADVOCACY – Age of ABSORPTION About fifteen years ago or so, Advertising Age ran a one-page article entitled “Living in the Age of Attraction.”  The gist of the article was a contrast between America’s longstanding “attention economy” (roughly running from the early 1950s through the early 1990s) and its new and distinctly […]

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TAKE TIME TO SHARPEN YOUR SAW

Sharpen your saw: Increasing your personal productivity, by having a balanced strategy to renew yourself in the four aspects of life: Physical, Social, Mental, and Spiritual.Dr. Stephen R. Covey My wife and I have been sorting our personal and business effects as we prepare for movers to pack up our belongings and take them down to Pensacola, […]

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STRIVE FOR COGNITIVE RESONANCE

Cognitive dissonance is not good for your business. It can disrupt a sale or trigger customer dissatisfaction. We need to acknowledge the possibility of cognitive dissonance and take action to avoid it. However, if we want to bolster the impact of our marketing, we need to go beyond merely avoiding cognitive dissonance and strive for […]

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