We recently had our neighbors over to our home for dinner. One of them brought up the subject of “taglines.” I explained that there’s a difference between taglines and key copy words (KCWs). Do you know the difference? “Key copy words” are essential to the advertising. They convey the strategic benefit in clear and compelling […]
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This video is a continuation of my discussion with Bill Weintraub, former CMO of Kellogg’s, Tropicana, and Coors, regarding advertising. This is Episode 3. We talk about what categories, companies, and brands are creating effective advertising in delivering sales growth and some of the factors contributing to their successes.
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Today is Memorial Day. It’s a very special day. Memorial Day does not just mark a holiday weekend or the unofficial start of summer. It is a time when we remember and honor military personnel who sacrificed with their lives that we might enjoy life, freedom, and a world of lasting peace—people like my Grand […]
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(This Marketing Matters article is an excerpt from Chapter 11, Lack of Ideas is the Mark or a Dull brand, of my most recent book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing.) A BIG idea is one that generates a significant impact in the marketplace. If your brand does not […]
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Growth rates slow for various reasons, particularly if we fail to renew a category’s or brand’s lifecycle. Principle reasons include a brand not delivering on its promises, or the brand’s promise isn’t for everyone (nothing is for everyone!), or there’s an attitudinal barrier that we must overcome to reignite growth, among many others. I can […]
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More companies are appointing Chief Commercialization Officers or creating specific commercialization roles for new product launches. The word “commercialization” is an interesting one. According to Siri, commercialize means to “manage or exploit (an organization, activity, etc.) in a way designed to make a profit.” In many organizations, the role or purpose of commercialization is to […]
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“The goal isn’t to do business with people who need what you make; the goal is to do business with people who believe what you believe.” Simon Sinek, popular “TED” video More and more we are convinced that the most common and costliest brand positioning blunders occur in targeting. Most common because way too many in senior […]
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We’re taking a break from writing Marketing Matters and DISPATCHES while we enjoy a holiday. We’re celebrating Mother’s Day here in the U.S. and wish all of you mothers and/or your mothers a wonderful day. We’ll return with Marketing Matters and DISPATCHES the week of 17 May. Peace and best wishes,
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When developing the strategic messaging for your business or brand, it is essential to say what you mean and mean what you say. You might say, “certainly.” But few marketers do it. I’m referring to the Creative Brief, which, unfortunately, is, generally speaking, anything but brief! Specifically, I’m reeling against the type and number of […]
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Last Thursday, 23 April, was World Book Day. We hope you took notice. It’s the day to recognize and promote the benefit of reading books. World Book Day is organized by UNESCO (United Nations Educational, Scientific and Cultural Organization). The date is rather auspicious. It marks the day that several prominent authors were either born […]
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