Our marketing strategies do two things of critical importance. First, they direct brand development—our aims. Second, they serve as a filter to help ensure that everything we do for the brand is consistent with a given strategy. However, most strategies are poorly written, and that’s because they’re poorly thought-out. So, our aims can be inappropriate […]
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David Ogilvy, founder of Ogilvy and Mather Advertising Agency, was a lion in advertising. He is considered by many the “Father of Advertising.” His advertising roared, generating brand preference and deepening consumer loyalty for the brands his agency represented. Mr. Ogilvy’s definition of creativity is simple: “It’s not creative unless it sells.” This one sentence […]
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A turnaround is quite different from a brand or business rejuvenation and revitalization. A turnaround is just what the name suggests, turning the business around from failing to succeeding. It is not a snapshot in time, although the turnaround has an inflection point. It’s moving 180 degrees from failing to restoring viability and promoting success […]
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We want customers to perceive our company and brand as the preferred “one” in their evoked set. It’s smart business. The preferred client enjoys higher margins, increased profitability, and enhanced customer loyalty. Yet while we strive to become the preferred customer, we do nothing to win our suppliers, including the ad agency, who provide value-added […]
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It’s difficult for me to do. But I’m going to do it? What’s “it!” Well, I’m taking a holiday from writing and publishing DISPATCHES and Marketing Matters for the month of August. I’ll be returning on September 12 with a new issue of DISPATCHES. In the meantime, I plan on pursuing my hobbies, reading, catching […]
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Segmentation – Classifying parts that contribute to the whole. It’s no secret. I love eggs. I’ve written about eggs in DISPATCHES (“Egg-actly Brand Worthy Idea”) and Marketing Matters (“Serving Up The Whole Egg”). Each time I’ve addressed the egg it has been about marketing related matters. You might say I’m obsessed with two of the […]
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In the early days of medicine, as late as the last century, during which many current marketers entered this world, eminence ruled medical practice. The practice included bizarre and radical treatments such as performing lobotomies on patients suffering from mental illness. Or bleeding patients with leeches to rid them of excess “humours” believed to cause […]
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We wrote, “Logo Design—A Critical Element in Making Your Marketing Matter More” a few weeks ago. We identified the many purposes the logo design serves and the reasons for changing a brand’s or organization’s logo. You can find the full article here:https://bdn-intl.com/logo-design-a-critical-element-in-making-your-marketing-matter-more This week we’re sharing a famous brand’s makeover. We’re referring to a brand […]
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Do you have a physical copy of your brand’s Competitive Brand Positioning Strategy? If not, does that mean that you don’t have a brand positioning strategy? Au contraire. We define competitive positioning as “how we want target customers to perceive, think, and feel about our brand relative to competition.” Not having a memorialized statement doesn’t mean that […]
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Advertising works; argue if you may. However, it doesn’t work for every brand. Promotion works too. But again, not for every brand. It’s too bad because spending behind what doesn’t work reduces the bottom line. The bottom line is what funds your brand and organization. Let’s not forget that growth opportunity losses are also a […]
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