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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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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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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HOW TO JUDGE SUPER BOWL LIII ADS (OR, FOR THAT MATTER, ANY ADVERTISING)

Super Bowl LIII is now ancient history. The winner is …  No, we’re not referring to the game but the event’s advertisers. If you’re one of the advertisers, you want to know if your commercial scored with consumers. If you were not an advertiser in this sports adstravaganza, you, as a marketer, are undoubtedly involved in […]

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THE COACHING COMMITMENT

“Commitment—the capacity to act and follow-through on a result worth creating—is key to all success.  Commitment means choosing.  It means taking action to support your choices…People don’t quit or fail because they lack ideas or talent.  They fail or quit because they lack a tried-and-true structure—a framework—that energizes and organizes their choices and actions.”   -Kenneth […]

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RESOLUTIONS FOR MARKETERS

res-o-lu-tion(noun) – decision that reflects a determination to accomplish something important to you   Happy New Year! We’re back with an article we’ve rereleased over the last few years to kick-off the New Year!! We hope you enjoyed a wonderful holiday season and are looking forward to a terrific 2019. When it comes to the […]

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KNOWING YOUR (HIDDEN) COMPETITORS

Every marketer believes s/he knows who the competition is. But many tend to only recognize the most visible competitors. Hidden from our focus are other important competitors that can undermine your brand’s growth potential or, worse yet, steal market share and growth from it.   The Usual Suspects Who’s your competition? Let’s start with the […]

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BUD LIGHT ADVERTISING: IT’S A DILLY!

King: “Barkeep, Bud Lights for everyone!” Guest: “Actually, I prefer a nice mead.” King: “Barkeep, Bud Lights for everyone and one mead.” Guest: “Is it autumnal?” King: “Barkeep, Bud Lights for everyone and one autumnal mead.” Guest: “Is it malty and full-bodied because I like—–“ King: “Cancel that mead.”(Guest shackled in the stocks) “Bud Light. For the Many, Not the Few.”   As […]

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HAPPY THANKSGIVING!

We’re taking a break from publishing DISPATCHES and Marketing Matters this week to celebrate the Thanksgiving Holiday with family and friends. It’s the special time of the year set aside to give thanks for our many blessings. Among them is your readership, which gives voice to our learning and desire to make marketing matter more […]

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CRITICAL MARKETING MISTAKES – OVERSTATING YOUR CAPABILITIES AND UNDERESTIMATING THE COMPETITION – PART 3

Poor marketing practices negate achievement of favorable business results and undermine the role of marketing. This article, the last in a 3-part series, deals with two errors that go hand-in-hand, overstating your brand’s and/or organization’s capabilities and underestimating the competition. Part 1 addressed the causes of each. Part 2 focused on ways to avoid the […]

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