ESTABLISH A BRAND PERFORMANCE DASHBOARD FOR MARKETING SUCCESS

Our target goal is to achieve sales of X, a market share of Y% (whether it be 15, 25, 35%, or more) in Z-time. Beyond receiving our weekly (or daily) sales results and a share report from a custom or syndicated data source, do we know what it takes and if we’re on track to […]

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MOVE OVER CMO. MAKE WAY FOR THE CDO.

(Note:  An article in last week’s Wall Street Journal noted that, once again, the average tenure of Chief Marketing Officers has declined, continuing a longstanding trend in corporate America.  This remains a trend that we have been watching–and occasionally writing about–with no single cause. Though, as both the WSJ article and we have noted, perhaps the most important cause is that […]

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MEMORIAL DAY TRIBUTE

We’re taking a break from issuing DISPATCHES and Marketing Matters today. It’s our Memorial Day weekend. This is not a typical Memorial Day weekend of barbecues, family gatherings, and openings of beaches due to the coronavirus pandemic and the restrictions put in place to slow its spread. However, we all try and need to make […]

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INTERVIEW WITH RICHARD D. CZERNIAWSKI, AUTHOR, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing

Q: Why the book and why now? RDC: I believe, as the late Professor Peter Drucker opined years ago, that because the purpose of business is to create customers, its two most important functions are marketing and innovation—which, by the way, are not mutually exclusive. These functions are even more critical today as we live […]

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AMIDST THE PANDEMIC, AN ADVERTISING PANDER-DEMIC

Pander to someone, vb.  To please other people by doing or saying what you think they want you to do or say. “Sean Haney, a digital marketer at a software company, made an ad compilation called ‘Every COVID-19 Commercial Is Exactly the Same’ after noticing similarities as he worked from home with the television on in […]

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SHOULD YOU ADVERTISE DURING THE QUARANTINE?

There’s a debate about whether marketers should advertise during this period of quarantine. It’s not an ethical debate but one of stewardship of the assets and resources entrusted to them. Those against advertising now believe that if it isn’t driving sales, then the marketer is squandering precious resources, especially if the company is not open […]

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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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