Your target goal is to achieve a market share of X (whether it be 15, 25, 35% or more) by Y-time. Beyond receiving a share report from a custom or syndicated data source do you know if you’ll achieve the target goal? This is a difficult question that gets to the heart of your understanding […]
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RAM is “random access memory.” We’re familiar with this concept as it is an important attribute of our computers. We just don’t think of it as it relates to our human nature. Yet, it’s important as the more we have of it the more we can draw upon in helping us solve problems, recognize and […]
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We’re on summer schedule for writing and publishing DISPATCHES – Insights from the Marketing Front. This means we will going from issuing an article every week to every two weeks. Stay tuned for the next article, which will be available Monday, 18 June. Thanks for your continued readership and encouragement.
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“To…not prepare is the greatest of crimes; to be prepared beforehand for any contingency is the greatest of virtues.” (Sun Tzu) “One thing that makes it possible to be an optimist is if you have a contingency plan for when all hell breaks lose.” (Randy Pausch) As we are both former military pilots (Navy and […]
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Why do you advertise? To generate buzz? To be get target-customers to like your advertising? To inform? Entertain? Do you advertise because that’s what is expected of marketing? Because it’s part of your job description? Perhaps, you advertise because it’s what the business has always done? Is it to generate awareness? Inspire you sales force? […]
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Working recently with a healthcare client brought to the forefront an age-old truth about brand positioning: namely, creating a winning positioning is essential—and admirable; but being unable to execute that positioning in the marketplace, for whatever reasons, makes all for naught. Brand positioning strategies don’t do much for us if they remain locked in our […]
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“What makes a target “strategic,” of course, is the same thing that makes any business approach or method strategic—it is consciously chosen to secure a competitive advantage. So many marketers are trained to engineer meaningful differentiation (for a competitive advantage) into the benefits or reasons why within their brand positioning, but not so many appreciate […]
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This is Part-2 of our two-part series “On Becoming Brand President.” Part-1 addressed the advantages of Brand Management versus alternate titles/roles and systems, and the role of Brand President. This, Part-2, covers the importance of “thought leadership” and shares thought leadership practices essential to becoming Brand President and earning a seat at the table with […]
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This is Part-1 of a two-part series “On Becoming Brand President.” Part-1 addresses the advantages of Brand Management versus alternate titles and systems, and the role of Brand President. Part-2, which will follow next week will cover the importance of “thought leadership” and share thought leadership practices in becoming Brand President and earning a seat […]
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Fumbling through an old file, we came across a set of principles, circa late 1980’s, that were in force at Frito-Lay around that time. The subject was advertising, more specifically, proven principles that, when followed, time and again resulted in advertising that worked…that demonstrably contributed to building the business. Some of these principles were no […]
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