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 […]
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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 […]
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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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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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“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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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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“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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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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“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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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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