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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res-o-lu-tion (noun) – decision that reflects a determination to accomplish something important to you Happy New Year 2022! It’s time to leave our shell and enter another that will contribute to our continued growth. We’re back with an article I wrote several years ago and re-released each year to kick off the New Year! It deals with resolving to […]
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Dear friends, 2021 has been a year of progress with life returning to a higher degree of normalcy—at least in Florida and Texas where we reside. We’ve begun traveling for work and pleasure. We’ve reunited with family, friends, and colleagues. While we still have a way to go until we’re not throttled by news of […]
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We’re taking a break from writing and publishing DISPATCHES until the start of the New Year. This is a republication of the article “Feed(back) and Grow,” published in 2019. We hope you will find it informative and thought-provoking. New issues of DISPATCHES will appear beginning on January 10, 2022. We need feedback to grow. According […]
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Dear Friends, We’re taking time off from writing and publishing DISPATCHES and Marketing Matters this week to celebrate our US Thanksgiving holiday with family and friends. It’s the one day established to express gratitude for our many blessings. However, we did not want this opportunity to pass without wishing you a Happy Thanksgiving holiday. If […]
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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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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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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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We recently shared the purpose and importance of developing a benefit ladder. Additionally, we identified how to create one correctly. For a refresher, click here: http://bdn-intl.com/climbing-the-benefit-ladder. In this issue, we share ways to apply the benefit ladder to enhance your strategic thinking and help identify ways to make your brand more competitive. Creating a brand ladder […]
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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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