EARNING THE RIGHT TO LEAD THE MANAGEMENT

Within PepsiCo for many years there were two—and only two—overarching practices demanded, without exception, of its marketers:  exhibiting Thought Leadership and Personal Leadership.  Without both of these constantly at work, everyone knew that neither the exceedingly high business growth rates nor the (commonly expected) speed of one’s career advancement would happen.  Brand Managers were well aware of the […]

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EGG-STRAORDINARY SEGMENTATION

Segmentation – Classifying parts that contribute to the whole. It’s no secret that I love eggs. I’ve written about eggs in DISPATCHES (Egg-actly Brand Worthy Idea) and Marketing Matters (Serving Up The Whole Egg). Each time I’ve contemplated the egg (better it than my navel) it has been relative to marketing related matters. You might […]

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CAR INSURANCE ADVERTISING: WHERE WIIFM MEETS FUD

“How many insurance ad campaigns can you name off the top of your head?  Probably a lot.  Most of these campaigns are zany, full of jingles and catchphrases.   Now think about insurance companies.  Do you know which brands supply each of your policies?  How much is the deductible in your health plan? Everyone should know the answers to these questions.  Yet […]

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STANDING UP FOR SOCIAL ISSUES

Surveys show that many adults support brands taking a public stance on social issues. According to a YouGov reported survey, 27% of Boomers (55+), 41% of Gen Xers (35 – 49) and 49% of Millennials (18 – 34) are in favor of brands addressing social issues. While this may be the case, we are witnessing […]

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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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