CURE A DISEASE TO BUILD YOUR BRAND

Yes, you can cure a disease. No, I’m not talking about a medical condition that has baffled scientists for ages. Instead, I’m referring to a situation that confronts your customers that you can remedy. However, first, you have to identify or create the disease. And, if it is meaningful, target customers will seek out your […]

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EVERY COMPETITIVE ACTION HAS A COUNTER

I miss my Brazilian Jiu-Jitsu training. I stopped training at the start of the coronavirus pandemic. BJJ challenges the body, mind, and spirit. It stretches me in all three dimensions each time I take to the mat. One of the learnings is that there is a counter for everything. If a BJJ player can’t counter […]

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MAKING USE OF MARKETING MIRRORS

During breakfast this morning, my wife told me that she purchased Listerine Original based upon her dentist’s recommendation. Not CREST Mouthwash but Listerine. Not Listerine Healthy White Restoring but Listerine Original. I use Listerine Healthy White Restoring. It promises to whiten and restore tooth enamel. My wife is now using Listerine Original, which promises a […]

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BUILD AND ACT ON KNOWLEDGE

Recently a client shared a competitive intelligence study conducted for his brand with me. Reading it was like drinking from a fire hose. There were many facts (spewed over 100 densely populated PowerPoint slides), which I like (not the slides but, instead, the unvarnished facts). However, there was so much data (i.e., so many facts) […]

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GETTING TO THE BIG IDEA

(This Marketing Matters article is an excerpt from Chapter 11, Lack of Ideas is the Mark or a Dull brand, of my most recent book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing.) A BIG idea is one that generates a significant impact in the marketplace. If your brand does not […]

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THE COCA-COLA COMPANY CANS TAB!?!

This morning I learned that the Coca-Cola Company has “canned” it’s famed TaB brand. No, it’s not packaging it in a can. It’s fired! Worse yet, the Company is putting it to perpetual rest. It will no longer be available to consumers.  According to a WSJ journalist report, Jennifer Maloney, in her 16 Jan 2020 […]

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WHOSE JOB IS MARKETING?

I’ve been going around and around again with AT&T to get internet service installed in my new, renovated home. The issue for the delay is clear to me. I’m not referring to Hurricane Sally, which has delayed organizations from providing critical services to the community. Instead, I’m referring to a “silo mentality,” perhaps, with a […]

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LAUNCH A SUCCESSFUL FAILURE?

Oxymoron: a figure of speech in which apparently contradictory terms appear in conjunction that makes sense. Is this “successful failure,” an oxymoron?  Let’s start by acknowledging that no one wants to fail. Failure is associated with losers. We all hunger for success—in all walks of our lives. We associate success with winners. No one wants to […]

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MAKE AN IMPRESSION THAT COUNTS

Are you counting impressions?  We, marketers, use the term “impression” when our TV commercial airs, somebody clicks to our website or one of its pages, or, perhaps, even when a salesperson makes a call on a prospective customer. We tally impressions as if they were gold. But not all “impressions” impress. The goal is not […]

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GENUINE SOCIAL SERVICE

When the Business Roundtable expanded its scope to serving all stakeholders rather than making shareholders their priority, I wrote to the effect that corporations shouldn’t tackle prominent, controversial social causes unless it is in their DNA. Yes, there’s a need for social responsibility, and addressing it can reap dividends for all—if it’s genuine and comes […]

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