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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Dramatize Your Message To Connect With Target-Customers

When was the last time you gave your full attention, and listened, really listened, to the flight attendants as they announced and visualized safety instructions for your aircraft? You probably can’t remember. And, if you are being totally honest you’ll admit not only to not listening but actively tuning-out the instructions despite the fact that […]

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Lessons From The Lemon-Lime Wars—Part 2

In our last DISPATCHES we had been recounting the little-remembered story of 7-Up’s “wars” against the big colas, Coke and Pepsi, during the 1970’s and early 1980’s.  Just as a quick summary, 7-Up’s first attack came in the form of their legendary “Uncola” ad campaign…which had a lot do with their growth to a 7%+ […]

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Lessons From The Lemon-Lime Wars—Part 1

As it’s now the dog-days of summer, with some extended blazing temperatures across the U.S., we thought something a little refreshing was in order.  Since we both were active participants in the relatively short-lived (and unsung) “lemon-lime wars” of the early 1980’s, we decided to summarize our lessons learned from them…principles, mainly, that in any […]

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Brand Performance Dashboard for Marketing Success – Part II

Your target goal is to achieve a market share of X (whether it be 15, 25, 35% or more) by Y-time. Beyond receiving your weekly (or daily) sales results, and a share report from a custom or syndicated data source, do you know what it takes and if you’ll achieve the target sales and market […]

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