WHATEVER HAPPENED TO BRAND LOYALTY? (REVISITED)

loyal, adjective:  unswerving in allegiance; faithful to a cause, ideal, or custom Whenever we ask our consulting clients or our Power Positioning workshop participants to share their current marketing objectives, the one response we never seem to hear is “Increase brand loyalty from x to y within the next 12 months.”  Nor do we often come across the term “brand […]

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THE BRAND IDEA – THE PURPOSE OF YOUR BRAND

The Brand Idea is the theme of the positioning strategy. Unfortunately, many so-called brands lack an idea. Consequently, their positioning strategy is undifferentiated versus the competition. Instead, their products are like eggs. They do the same things, work in the same general ways, and produce the same basic outcomes.  How we serve-up our egg makes […]

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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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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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APPLE’S UNFAIR ADVANTAGE STRIKES AGAIN

“Bose is shutting down all of its US stores as retail makes a ‘dramatic shift to online shopping.’” – January 16, 2020 — businessinsider.com “Third-party estimates also suggest Apple’s wireless earbuds have had a very successful year. AirPods sales almost doubled in 2019 to $6 billion and are expected to generate $15 billion in revenue in 2020, […]

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

Super Bowl LIV will kick-off on Sunday, 2 February, to decide the champion for the NFL’s 2019 season and 100thseason. It pits the Kansas City Chiefs against the San Francisco 49ers. The game promises to be exciting as these two teams are known for winning come-behind games in an aerial blitz powered by two sensational […]

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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 and revised over the last few years to kick off the New Year! In the right frame-of-mind! We hope you enjoyed a wonderful holiday season and are looking forward to a terrific 2020 and […]

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THE BRAND IDEA CHECKLIST

“Why does your organization exist?  Why do you get up in the morning?            And why should anybody care?” SIMON SINEK, TED Talk, 2010 Coming up with a winning brand marketing strategy has never been a paint-by-numbers affair. Like Marketing itself, any kind of competitive marketing strategy depends upon a blend of art and science, creativity and informed […]

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HAPPY THANKSGIVING

Dear Friends, We’re taking time off from writing and publishing both DISPATCHES and Marketing Matters this week to celebrate our Thanksgiving holiday in the US with family and friends. It’s the one day established to express gratitude for our many blessings.  However, we did not want this opportunity to pass without wishing you a Happy […]

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FEED(BACK) AND GROW

We need feedback to grow. According to John Hattie, Professor of Education and Director of the Melbourne Education Research Institute at the University of Melbourne, Australia, “The most powerful single modification that enhances achievement is feedback.” I concur, and I’m not alone. Many leaders from all walks of life—business, education, sports, the military, among others—believe […]

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