DEVELOP EMPATHY AND GET REAL!

You can only understand people if you feel them in yourself. John Steinbeck I think it is fair to say that we marketers should strive to empathize with our target customers. After all, empathy is about seeing, feeling and understanding what another person is experiencing—from their perspective. It could better lead us to discover legitimate and […]

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Think icon.

Icon – ikon, (noun) an object of uncritical devotion; an emblem, symbolSynonyms: God, hero, idol Another icon passed away. No, not a human icon (such as Lee Iacocca, the subject of my musing in the last blog), but the Volkswagen Beetle bit the dust. The Beetle is the best-selling car of all time. The last […]

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LEARNING FROM LEE IACOCCA – MARKETECT

Lee Iacocca, among one of the first “business celebrities,” passed away on 2 July 2019. Most of us may be familiar with him in name due to his celebrity but not fully appreciate his accomplishments since he was prominent back in the 1980s—long before most of you became marketers.  He, along with Steve Jobs (Apple […]

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DON’T LET SUCCESS GO TO YOUR HEAD*

Past success(es) can be a problem. In a 1999 Harvard Business Review article, “Why Good Companies Go Bad,” which could easily be titled, “Why Good Brands Go Bad,” Donald N. Sull writes, “Success breeds active inertia, and active inertia breeds failure.” This is as true today, perhaps, even more so than when it was first written […]

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WAYS TO WIN IN THE MARKETPLACE

With so many product choices today, we truly live in an age of abundance. It is also an age of sameness. Moreover, generally acceptable quality (GAQ) reigns. So, how might we break-out of the pack to win? There are four ways to win with our brand in the marketplace. I’m not referring to functional areas such […]

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STRIVE TO BE A MARKETECT

I coined the term “Marketect” years ago, which is worth revisiting. Marketect is comprised of two words, “marketer” and “architect.” The word “architect” comes from the Greek word “architektor,” meaning “master builder.” Architects design structures AND supervise their development. Marketing is a lot like architecting. Instead of designing and managing the construction of buildings, bridges, […]

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COACHING THE OVERVIEW – WHAT’S THE PURPOSE?

No, this isn’t going to be about the purpose of the overview when coaching, but the purpose of the meeting in which you will be called on to provide it. I’m focussing this musing on the latter subject because an overview needs to be consistent with the purpose of the get-together, coupled with your appraisal […]

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RESULTS OF POLL FOR THE BOOK COVER DESIGN WINNER

The results from the poll to inform the selection of the book cover design are in and have been tabulated (without the help of a top accounting firm). It has been an interesting experiment. I learned as much about your preferences as much as I did about how you assessed the designs. Thank you all […]

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IS IT A SWITCH OR UPGRADE?

Many marketers are not entirely clear on intended target-customer behavior objectives. In practice, many marketers don’t even consider “behavior” objectives when undergoing marketing planning. It’s truly a big miss when they don’t because, plainly stated, “you don’t make a sale without generating a customer behavior.” Said another way, “stimulating the customer behavior rings the cash […]

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HOW TO JUDGE A BOOK BY ITS COVER – POLL

Some say you can judge a book by its cover while others say you cannot. I believe they are both correct. How’s that possible? It comes down to who is doing the judging and the criteria used for assessing the book cover. As you may remember from an earlier Marketing Matters musing, I created a […]

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