DISPATCHES™

“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 […]

Every marketer believes s/he knows who the competition is. But many tend to only recognize the most visible competitors. Hidden from our focus are other important competitors that can undermine your brand’s growth potential or, worse yet, steal market share and growth from it.   The Usual Suspects Who’s your competition? Let’s start with the […]

We’re taking a break from publishing DISPATCHES and Marketing Matters this week to celebrate the Thanksgiving Holiday with family and friends. It’s the special time of the year set aside to give thanks for our many blessings. Among them is your readership, which gives voice to our learning and desire to make marketing matter more […]

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 […]

“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 […]