If asked the question whether your organization or extended brand team (including those functional groups that support it) are in alignment, I venture your answer would be a resounding “YES!” I believe it’s because most managers in organizations perceive alignment as being “in agreement.” Virtually all of us acknowledge our agreement to strategies driven by […]
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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. Experience Marketing – Rx: Get beyond the product you sell and think about the customer experience you deliver. Avoid doing what you ought not to do. There’s a quote about golf that goes something like this: […]
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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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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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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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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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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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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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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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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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