Nearly all of our worldwide clients have training programs to promote the achievement of “marketing excellence.” But what is “marketing excellence?” What is it that they strive to achieve? What is Excellence? Excellence is about achieving the highest levels of performance. It means being more successful, much more successful than others (namely, the competition – […]
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Packaging is crucial to successful brand development. Yet it is often underappreciated, despite addressing multiple critical roles. Encloses and protects the product contents regardless of whether it’s cereal, beer, macaroni and cheese, frozen foods, pharmaceuticals, electronic equipment, contact lens—whatever. Promotes efficient transportation from the plant to the distribution center and customers. Aids stocking at retail, […]
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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 achieve […]
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David Ogilvy, founder of Ogilvy and Mather Advertising Agency, was a lion in advertising. He is considered by many the “Father of Advertising.” His advertising roared, generating brand preference and deepening consumer loyalty for the brands his agency represented. Mr. Ogilvy’s definition of creativity is simple: “It’s not creative unless it sells.” This one sentence […]
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We want customers to perceive our company and brand as the preferred “one” in their evoked set. It’s smart business. The preferred client enjoys higher margins, increased profitability, and enhanced customer loyalty. Yet while we strive to become the preferred customer, we do nothing to win our suppliers, including the ad agency, who provide value-added […]
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It’s difficult for me to do. But I’m going to do it? What’s “it!” Well, I’m taking a holiday from writing and publishing DISPATCHES and Marketing Matters for the month of August. I’ll be returning on September 12 with a new issue of DISPATCHES. In the meantime, I plan on pursuing my hobbies, reading, catching […]
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Segmentation – Classifying parts that contribute to the whole. It’s no secret. 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 addressed the egg it has been about marketing related matters. You might say I’m obsessed with two of the […]
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We wrote, “Logo Design—A Critical Element in Making Your Marketing Matter More” a few weeks ago. We identified the many purposes the logo design serves and the reasons for changing a brand’s or organization’s logo. You can find the full article here:http://bdn-intl.com/logo-design-a-critical-element-in-making-your-marketing-matter-more This week we’re sharing a famous brand’s makeover. We’re referring to a brand […]
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Your logo is a symbol representing your brand or organization, the brand’s face to the public. It comprises words, images, and colors. Your brand’s logo is vital to marketing success. In addition to serving as the face of your brand, logos serve additional purposes, among are: Creating an identity that sparks instant recognition Differentiating your […]
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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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