BRAND MARKETING VERSUS SERVICE TO SALES

“Marketing” doesn’t function in the same role in the same way throughout business enterprises. In practice, it doesn’t even have the same meaning. What role does it play in your company? What does marketing mean to you? To me, marketing is about “creating brand loyalty,” the title of the first marketing book I wrote, with […]

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MEGA-MISTAKES MARKETING THE MASK

“Masks are the best vaccine we have right now.” It was late February, in Bangkok, news of the creeping Corona Virus beginning to buzz around the city.  In high-people-traffic places, like the BTS Skytrain stations and platforms, the government was already handing out free masks to passers-by.  Along the crowded main street sidewalks, however, perhaps no more […]

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ENLIST YOUR COMPETITION TO CONQUER YOUR COMPETITION

Competition is vying to achieve target customer preference over similar products and services from rivals. The prize is to generate more significant sales, market share, and profit growth to sustain the business enterprise and create brand loyalty. It’s incredible that the word “competition” and the phrase “to be competitive” is frowned upon in more circles […]

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WINNING REQUIRES SUPPORT FROM A TEAM

But it is not true that I am self-made. Like everyone, to get to where I am, I stood on the shoulders of giants. My life was built on a foundation of parents, coaches, and teachers; of kind souls who lent couches or gym back rooms where I could sleep; of mentors who shared wisdom […]

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USE TESTING TO WORK SMARTER AND MAKE YOUR MARKETING MATTER (MORE)

I remember when funding for marketing research, including in-market testing, was classified as “non-working.” It meant that spending on it did not produce a sale. There was no immediate line-of-sight from marketing research directly to sales. Whereas, an ad, sales call, or promotion were expected to work in generating sales in the here and now. […]

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THE P&G WAY TO MARKETING EXCELLENCE

We’re alums of P&G (Procter & Gamble) and both grateful and proud of it. P&G is where we cut our first marketing teeth. The company hired Mike despite his not having an MBA. (He has dual masters’ degrees in English and Human Resources.) They hired me despite an MBA with a concentration in finance, not […]

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AVOID THIS CRITICAL CREATIVE BRIEF ERROR

Excuse me for being direct, but so many creative briefs are not worth the price of the paper on which they are printed. Andy Langer, Executive Creative Director at BBDO Worldwide, said, “The creative brief is the most important piece of paper at the agency.” It provides direction for him and his creative team in […]

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AVOID “CREEPING DECREMENTALISM”

Attractive and growing margins are signs of a healthy brand, as long as they are not compromising sales and market share performance. They help bolster profit. Moreover, attractive and growing margins—mainly when they are larger than the competition—enable the marketer to reinvest more into the business than competitors whose margins are not as robust. However, […]

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PREPARE FOR FAILURE TO HELP ACHIEVE SUCCESS

The following is an excerpt from my new book, AVOIDING CRITICAL MARKETING ERRORS: Ho to Go from Dumb to Smart Marketing. It’s taken from Chapter 10: Overstating Your Capabilities and Underestimating the Competition. Learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors Failure may very well come from “snatching defeat from the jaws of victory.” Success seems certain. When doesn’t it […]

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WHATEVER HAPPENED TO CONTINGENCY PLANNING?

(Note:  We’re reissuing this DISPATCHES article now consciously.  While our content is not a direct analogy, we think the perspective and principles herein apply–to some degree anyway–to our current Covid-19 dilemma/enemy/competitor.  Among the many arguments–yes, and finger-pointing accusations–we hear, is that our country struggles so greatly now with the pandemic in great part because we had no serious […]

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