THE TOP TEN TARGETING BLUNDERS

“The goal isn’t to do business with people who need what you make; the goal is to do business with people who believe as you believe.” Simon Sinek, TED Video, September 209 We continue to be convinced that the most common and costliest brand positioning blunders occur in targeting.  Most common because way too many in […]

Read More

HATCHING A BETTER EGG

For quite some time, we’ve been comparing your product to an “egg!” What we’re saying is that there is really little difference in products competing in the same category. They work in the same fundamental way and generate the same basic outcomes—regardless of your category! Consequently, in this “age of sameness and abundance” where generally […]

Read More

4th Of July Holiday

We are not publishing DISPATCHES or Marketing Matters this week. We’re taking time to celebrate the 4th of July with family and friends. This is the day that represents our Declaration of Independence and our country’s birth as a free and independent nation. It’s a day where we get together with family and friends to […]

Read More

TELLING BEHAVIORS…FOR TRUE BRAND-BUILDERS

“This factor, ‘telling behaviors,’ adds valuable texture to the strategic Target Customer definition.  It thereby provides us with a deeper understanding of our prospective customers.  It consists of, and results from, direct observation of what else they do consistent with treating the condition, their life-stage, or occasion relative to the category.”                                     –Competitive Positioning, Czerniawski […]

Read More

MARKETERS WHO MAKE A DIFFERENCE

The role of marketing is to “create brand loyalty.” We’ve made this our mantra. We hope you will make it yours too! There’s a lot contained within these three words.  Create means bring a customer into existence. It’s about generating sales, incremental sales. The brand goes beyond the physical product to encompass a constellation of […]

Read More

TRIBUTE TO THOSE WHO GAVE (AND GIVE) THEIR LIVES – HALLELUJAH

Dear readers. This week we are publishing a special edition of DISPATCHES to honor those brave men and women, and their families, from all peacekeeping nations, who sacrifice their lives that we might enjoy freedom. The regularly scheduled DISPATCHES – Insights from the Marketing Front, will return next Monday, 3 June, along with Marketing Matters […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More