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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CRITICAL MARKETING MISTAKES – OVERSTATING YOUR CAPABILITIES AND UNDERESTIMATING THE COMPETITION – PART 2

Poor marketing practices negate achievement of favorable business results and undermine the role of marketing. This article deals with two errors that go hand-in-hand, overstating your brand and organization’s capabilities and underestimating the competition. This is the second installment in a series dealing with how to avoid these errors.   Prepare for Failure Back in […]

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Critical Marketing Mistakes – Overstating Your Capabilities and Underestimating the Competition – Part 1

Marketing is losing its relevance. This results from failing to provide a clear line of sight in creating customers and driving business outcomes. Consequently, most corporations view marketing as a cost center as opposed to producer of results.   Poor marketing practices negate achievement of favorable business results and undermine the role of marketing. This […]

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Don’t Just Motivate, E-Motivate

“I have learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”                                                                                     –Maya Angelou “Everything we do in marketing is a stimulus to get a behavior.”                                                                                     –Richard Czerniawski   That brand-building principle of making an emotional connection with customers—in […]

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Five Uncommon Fixes for Five Common Creative Brief Errors

In the past few weeks we were asked to review two creative briefs. One was a client brief design (format) the other was from an ad agency. Two different brief designs consisting of different elements. One was for a medical device brand and the other for a pharmaceutical brand. What was our impression of each? […]

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Targeting Everyone In The Known Universe

QUESTION:  Shouldn’t brands in high-penetration/frequent usage categories, like soft drinks, or snacks, or confection, aim communications as broadly as possible (especially when there are very high-efficiency means to do so—like TV–readily available)?   For more than fifteen continuous years, we were most fortunate to have a client in “true FMCG…” a client whose many Consumer […]

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