FAILURE TO LAUNCH (SUCCESSFULLY)

This article isn’t about failing to launch to the moon, the earth’s atmosphere, or your seat during an unproductive meeting. Instead, it’s about failing to launch new products successfully and establish leadership brands. Many of our clients have a business model that requires the successful launch of new products to fuel growth. The new products […]

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RESIST DRIFT

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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BLAME THE AD AGENCY, OR NOT?

I recently wrote a Marketing Matters article, AVOID PLAYING THE BLAME GAME. (If you missed it, you could find it here http://bdn-intl.com/avoid-playing-the-blame-game ) One of our readers wrote back and stated that he expected me to talk about “blaming the agency.” Why not? Marketers do it all the time. Haven’t you? Think about it; most advertising sucks! […]

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AVOID PLAYING THE BLAME GAME

The blame game is perhaps one of the most popular and widely played games in the world. It is front and center daily in politics. Is it not?  Consider, for example, the rampant inflation that our nation and others are experiencing. What is the cause? Our “leaders” are blaming it on their predecessors; they claim […]

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BOOKS CAN MAKE A DIFFERENCE IN YOUR MARKETING AND LIFE

We celebrate International World Book Day on 23 April. It’s the UNESCO (United Nations Educational, Scientific and Cultural Organization) organized day to recognize and promote the benefit of reading books. The date is rather auspicious. It marks the day that several prominent authors were either born or died, such as Will and Miguel (that’s Shakespeare […]

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We’re taking a holy day break …

There are a many special religious holidays in April—Rama Navami (Hindi), Ramadan (Muslim), Passover (Jewish), and Easter (Christian), among others.  Accordingly, we are not publishing a new DISPATCHES’ article on Monday, 18 April, as we celebrate the Easter Holiday with our families and friends. Look for a new issue of DISPATCHES next week. Joyous holidays […]

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SHOWING UP FOR (MARKETING) SUCCESS

I’m not bragging. I’m just proud of myself for doing what I didn’t believe I could do. My doctor wants me to add five pounds of muscle for better metabolic health—specifically to enhance my insulin sensitivity. “No way,” I told him. How does a 74-year-old who has exercised his entire life going to add muscle? […]

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MARKETER+ INTERVIEW WITH RICHARD CZERNIAWSKI

The latest issue of MARKETER+, a Polish publication, is now available. In it, you will find an interview Lukasz Murawski, host of the podcast “Let’s Talk Brands,” conducted with me. However, you probably won’t be able to read it unless you read Polish. No, I don’t speak or read Polish. Well, a few words, but […]

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IMPROVE THE LIKELIHOOD OF MARKETING SUCCESS

Marketing and, for that matter, all business is a probability game. A chance occurrence can dash the best thought-out plans and decisions. If you doubt us, think for a moment about the adverse impact Covid has had and continues to have on the economies of nations, businesses, and families.  However, this article is not about […]

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MY EXPERIENCE WORKING WITH A “TOP 10 CEO OF ALL TIME”

Last week I wrote a DISPATCHES article, “The Values and Practices of One of the Top Ten CEOs of All Time.” I profiled James E. Burke, the late Chairman and CEO of Johnson & Johnson, an authentic leader.  This Marketing Matters article shares my direct experience with Jim Burke when I was a young Product […]

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