LIVING IN THE FUTURE – TODAY

The coronavirus pandemic is the cause of significant disruptions in all aspects of daily living around the world. Many countries and states are demanding, if not enforcing, social distancing by closing restaurants, bars, spectator events, and non-essential businesses. The President extended our quarantine through April—another 30-days on top of the 14 or so we’ve endured. […]

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WORKING TOWARDS A BETTER (MARKETING) FUTURE

The coronavirus pandemic is the cause of significant disruptions in all aspects of daily living around the world. Many countries and states are demanding, if not enforcing, social distancing by closing restaurants, bars, spectator events, and non-essential businesses. My clients, and you, my subscribers to DISPATCHES and Marketing Matters, are all working from home, as […]

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AVOID CONVERGING ON THE “RIGHT” POSITIONING STRATEGY

This article is an excerpt from my new book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. You can learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors I’ve observed from my years of practice working with leading companies throughout the world that the “right” answer is the same for all of them. It’s “the first executional expedient answer […]

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DEFINING THE TARGET CUSTOMER

Marketing Matters “Rx” offers prescriptions (suggested remedies) for what could be ailing your marketing. Comply with it, where and as appropriate, to achieve Smart(er) Marketing. Defining Your Target Customer – Rx: Include a psychographic label when defining your target customer. Make it a “magnetic psychographic”—one your target customer will identify with and want to join. “Goal Achievers” and “Difference Makers” are […]

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IN DEFENSE OF (SMART) MARKETING

This article is an excerpt from my new book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. You can learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors Our host kicked-off a brand positioning and communications training program we conducted in Europe by having all the participants introduce themselves. In addition to the standard questions such as […]

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MATTER MORE

This Marketing Matters issue is a special shout out to thank all of you have purchased my latest book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing, launched yesterday. I must have the luck of the Irish and, more importantly, marketers who are interested in what I have to share to […]

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SHORT-TERM MENTALITY – LONG-TERM HARM

Profiteer (verb) one who makes or seeks to make an excessive or unfair profit  Tomorrow is the launch of my new book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. I intended this musing to be about it. However, the coronavirus intruded upon it (albeit rather benignly), as it has seriously interfered […]

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SUCCESS IN MARKETING – IT’S ABOUT YOU TOO!

We can attribute success in marketing to a host of factors. On a macro level, it’s about the skillful application of the science and art of marketing to address a given situation comprised of your offering, competitors and their strategies and activities, marketplace dynamics, customer attitudes and behaviors, regulatory or legal issues, etc. Achieving success […]

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GETTING AND STAYING IN THE GAME

During a holiday in Barcelona, we took to the roads and headed into the mountains. My son-in-law drove us in the family Peugeot SUV. As anticipated, we weren’t the only non-USA brand of automobile trafficking the highways, cities, or towns. However, I had not expected to encounter so few American brands. There were Renaults, Citroens, […]

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THE END OF A LOVE AFFAIR

You just slip out the back, Jack Make a new plan, Stan You don’t need to be coy, Roy Just get yourself free Hop on the bus, Gus You don’t need to discuss much Just drop off the key, Lee And get yourself free Paul Simon – 50 Ways to Leave Your Lover We’d been […]

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