A turnaround is quite different from a brand or business rejuvenation and revitalization. A turnaround is just what the name suggests, turning the business around from failing to succeeding. It is not a snapshot in time, although the turnaround has an inflection point. It’s moving 180 degrees from failing to restoring viability and promoting success […]
Read More
We want customers to perceive our company and brand as the preferred “one” in their evoked set. It’s smart business. The preferred client enjoys higher margins, increased profitability, and enhanced customer loyalty. Yet while we strive to become the preferred customer, we do nothing to win our suppliers, including the ad agency, who provide value-added […]
Read More
It’s difficult for me to do. But I’m going to do it? What’s “it!” Well, I’m taking a holiday from writing and publishing DISPATCHES and Marketing Matters for the month of August. I’ll be returning on September 12 with a new issue of DISPATCHES. In the meantime, I plan on pursuing my hobbies, reading, catching […]
Read More
Segmentation – Classifying parts that contribute to the whole. It’s no secret. I love eggs. I’ve written about eggs in DISPATCHES (“Egg-actly Brand Worthy Idea”) and Marketing Matters (“Serving Up The Whole Egg”). Each time I’ve addressed the egg it has been about marketing related matters. You might say I’m obsessed with two of the […]
Read More
In the early days of medicine, as late as the last century, during which many current marketers entered this world, eminence ruled medical practice. The practice included bizarre and radical treatments such as performing lobotomies on patients suffering from mental illness. Or bleeding patients with leeches to rid them of excess “humours” believed to cause […]
Read More
We wrote, “Logo Design—A Critical Element in Making Your Marketing Matter More” a few weeks ago. We identified the many purposes the logo design serves and the reasons for changing a brand’s or organization’s logo. You can find the full article here:http://bdn-intl.com/logo-design-a-critical-element-in-making-your-marketing-matter-more This week we’re sharing a famous brand’s makeover. We’re referring to a brand […]
Read More
Do you have a physical copy of your brand’s Competitive Brand Positioning Strategy? If not, does that mean that you don’t have a brand positioning strategy? Au contraire. We define competitive positioning as “how we want target customers to perceive, think, and feel about our brand relative to competition.” Not having a memorialized statement doesn’t mean that […]
Read More
Advertising works; argue if you may. However, it doesn’t work for every brand. Promotion works too. But again, not for every brand. It’s too bad because spending behind what doesn’t work reduces the bottom line. The bottom line is what funds your brand and organization. Let’s not forget that growth opportunity losses are also a […]
Read More
Your logo is a symbol representing your brand or organization, the brand’s face to the public. It comprises words, images, and colors. Your brand’s logo is vital to marketing success. In addition to serving as the face of your brand, logos serve additional purposes, among are: Creating an identity that sparks instant recognition Differentiating your […]
Read More
Establishing relevant, meaningful differentiation that drives “preferentiation” is essential to creating marketing success in the absolute and relative to your competition. But what does this marketing principle mean? Relevant Differentiation without relevance is meaningless. Worse, it’s odd. It’s weird. Prospective customers will ignore it at best and turn them off at worst. Relevance speaks to satisfying […]
Read More