I’m taking the remainder of the summer off from writing DISPATCHES and MARKETING MATTERS. This article is a republication from 2018. It is as relevant today as it was then. I hope you find it informative and thought provoking. Bedros Keuilian, founder and CEO of Fit Body Boot Camp, spoke with lifestyle entrepreneur Lewis Howes […]
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Discovering your ideal target customer-segment, where your brand can win, can be difficult. The conventional wisdom of category participants and audit services doesn’t help; they merely force you into occupying the same space as your brand’s competitors. It takes a keen insight to break away from the pack. So, how might we get there? Identify […]
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The blame game is perhaps one of the most popular and widely played games worldwide. It is front and center daily in politics. Is it not? It’s also played in business. Disastrous policies, strategies, execution, etc., are laid everywhere but at the feet of those responsible. I feel sure you’ve heard these proclamations before: “Marketing […]
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This past Sunday, 23 April, was World Book Day. It’s the UNESCO (United Nations Educational, Scientific and Cultural Organization) organized day to recognize and promote the benefit of reading books. The date is rather auspicious. It marks the day that several prominent authors were either born or died, such as Will and Miguel (that’s Shakespeare […]
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Synergy (noun) the interaction … of two or more… agents to produce a combined effect greater than the sum of their separate parts. I learned about synergy in B-School. It’s combining two or more things to get a more significant effect than the sum of each entity. Companies’ stock prices that create synergy tend to rise […]
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“Is anybody there? Does anybody care?” The Musical 1776 – Music and lyrics by Sherman Edwards and a book by Peter Stone. Super Bowl LVII generated tons of coverage and publicity for both the game and the advertising. Now more than four weeks from game day, there’s little talk about either. Like a lightning bolt […]
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Exemplary adjective serving as a desirable model; representing the best of its kind. I finally got around to viewing all the commercials aired during Super Bowl LVII. I missed viewing many of the ads during game time, given the pandemonium of socializing with family and indulging on good food and libations throughout the event. So, I’m asking […]
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Super Bowl XLII is one for the books. The Kansas City Chiefs emerged as NFL Champions. While two outstanding quarterbacks played the game, analysts are playing arm-chair quarterbacks. They’re taking apart the game, play by play and decision by decision. Yet pollsters and pundits—who should know better—colleagues, family members, and friends continue to address the […]
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Advertising funding is precious. It’s not unlimited. Moreover, allocating funds for advertising reduces funding of other marketing mix elements—some of which might generate more favorable business growth. With Super Bowl LVII approaching, the stakes for ad effectiveness are unusually high. A 30-second commercial will run $7 million. That’s a huge investment or gamble. Advertising needs […]
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I’m on an extended holiday in Spain and will not return to active duty until next month. So, I’m reposting articles. Last week I reposted a DISPATCHES article, Resolutions for Marketers, which you can find here: http://bdn-intl.com/resolutions-for-marketers-5. Given that I identified a dozen and a half worthwhile resolutions, far too many to achieve in a given […]
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