MARKETING AS SCIENCE

I launched my first survey on LinkedIn a little over a week ago. I thought my question was relevant and noteworthy as we enter New Year 2022.  Specifically, I asked, “Do you make New Year’s resolutions regarding your marketing?” The answers participants could choose from were “Absolutely!”, “Some years but not for 2022,” and “No […]

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THE KEY BARRIER TO DIFFERENTIATING BRAND POSITIONING STRATEGY

Lukasz Murawski interviewed me for the podcast he hosts, Let’s Talk Brands. He focused on asking me questions about “Positioning.” You can find the podcast here: https://youtu.be/yDAG9xAAjPw One of the many questions Lukasz asks me is, “What are the barriers to differentiating positioning from competitors?” I think my answer surprised him and, perhaps, it will surprise […]

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DEMONSTRATIONS CAN DRAMATIZE THE DIFFERENCE

I saw my neighbor working outside this morning, and I struck up a conversation with him. He’s a retired nephrologist and a brilliant person. I learn something new every time we converse. This occasion was no different. He shared a compelling demonstration he remembered witnessing for Thorazine. Thorazine is a brand name for chlorpromazine, a […]

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RESIST DRIFT

I cautioned my client about the need to “resist drift.”  We completed the development of alternate Brand Ideas. The next step is to investigate the appeal of each in the absolute and relative to each other. This step often requires translating the Brand Idea into a familiar framework for the research organization and client company. […]

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THE DARK SIDE OF MARKETING

The dark side of marketing is a darkness more than night. It’s serving one’s insatiable appetite for power and/or riches versus serving and benefiting the people—target customers.  The dark side of marketing is about lying, deceiving, manipulating, personalizing, and not delivering on the promise it could and would not fulfill. It’s neither being authentic nor […]

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VALUE-ADDED BRAND BUILDER OR EXPENSE?

When we offer an additional service, even if it comes with a price tag to customers, is it a value-added brand builder or expense? The answer to the question will impact how you use it and the customer experience. First, let’s address what value-added means. It’s about going beyond the tangible product or service offering […]

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IS YOUR BRAND WORTHY OF CUSTOMERS’ TRUST IN IT?

A Deloitte X Trust ID Study, conducted by Lawless Research for Deloitte Digital and Twillo, Inc., shows a discrepancy in consumers’ trust for a brand and its company leaders’ perception of it. Specifically, 72% of B2C leaders claim their customers have a “high level of trust” in their brands. However, only 52% of consumers declare […]

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MANAGING YOUR BOTTOM-LINE

Let’s bottom line it. The bottom-line is it. That’s why senior managers slash marketing budgets that don’t generate a favorable ROI (return on investment) and deliver on the bottom-line target—often early in the budgetary year. The stock market will crush companies that do not grow the bottom line. Senior managers who fail to increase bottom-line […]

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IS AWARENESS ALL IT TAKES TO WIN CUSTOMERS AND BUILD YOUR BRAND?

I’m having difficulty with the theme and, therefore, the title for today’s Marketing Matters article. I could have chosen a title about the BIG Idea. Or, it could have been about creating relevance for your target customer. Perhaps, it is about all three. And more? What triggered this article? Well, Pill Club ran an event […]

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WHAT ARE YOU MARKETING?

This question that I’m posing, “What are you marketing?” requires answering three questions: “What is your business?”  “What is your brand’s “WHY?”  “What is your brand’s promise to prospective customers?”  A photo a client shared with me prompted the question. It shows a delivery boy of about 14-years old leaning against his bicycle in front […]

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