Marketing is losing its relevance. It is becoming small “m” marketing, focused on sales support, project management, and/or tactics. It is becoming transactional versus transformational. There isn’t a line-of-sight to sales from what activities marketers engage in. Yet, in this age of abundance and sameness, where generally acceptable quality (GAQ) reigns, it is more important […]
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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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loyal, adjective: unswerving in allegiance; faithful to a cause, ideal, or custom Whenever we ask our consulting clients or our Power Positioning workshop participants to share their current marketing objectives, the one response we never seem to hear is “Increase brand loyalty from x to y within the next 12 months.” Nor do we often come across the term “brand […]
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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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The Brand Idea is the theme of the positioning strategy. Unfortunately, many so-called brands lack an idea. Consequently, their positioning strategy is undifferentiated versus the competition. Instead, their products are like eggs. They do the same things, work in the same general ways, and produce the same basic outcomes. How we serve-up our egg makes […]
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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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