I cautioned my client about the need to “resist drift.” We completed the development of alternate Brand Ideas. The next step is to investigate the appeal of each in the absolute and relative to each other. This step often requires translating the Brand Idea into a familiar framework for the research organization and client company. […]
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We recently shared the purpose and importance of developing a benefit ladder. Additionally, we identified how to create one correctly. For a refresher, click here: http://bdn-intl.com/climbing-the-benefit-ladder. In this issue, we share ways to apply the benefit ladder to enhance your strategic thinking and help identify ways to make your brand more competitive. Creating a brand ladder […]
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The dark side of marketing is a darkness more than night. It’s serving one’s insatiable appetite for power and/or riches versus serving and benefiting the people—target customers. The dark side of marketing is about lying, deceiving, manipulating, personalizing, and not delivering on the promise it could and would not fulfill. It’s neither being authentic nor […]
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When we offer an additional service, even if it comes with a price tag to customers, is it a value-added brand builder or expense? The answer to the question will impact how you use it and the customer experience. First, let’s address what value-added means. It’s about going beyond the tangible product or service offering […]
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A Deloitte X Trust ID Study, conducted by Lawless Research for Deloitte Digital and Twillo, Inc., shows a discrepancy in consumers’ trust for a brand and its company leaders’ perception of it. Specifically, 72% of B2C leaders claim their customers have a “high level of trust” in their brands. However, only 52% of consumers declare […]
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It seems we can never have enough help when it comes to organizing our thinking. As one of our favorite authors says—via his main character–in one of his novels, “I never know (for sure) what I think until I see what I say.” Writing down your thoughts and “displaying” them with colleagues always invites helpful dialogue and, […]
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Let’s bottom line it. The bottom-line is it. That’s why senior managers slash marketing budgets that don’t generate a favorable ROI (return on investment) and deliver on the bottom-line target—often early in the budgetary year. The stock market will crush companies that do not grow the bottom line. Senior managers who fail to increase bottom-line […]
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Marketing and, for that matter, all business is a probability game. A chance occurrence can dash the best thought-out plans and decisions. If you doubt us, think for a moment about the adverse impact Covid has had and continues to have on the economies of nations, businesses, and families. However, this article is not about […]
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I’m having difficulty with the theme and, therefore, the title for today’s Marketing Matters article. I could have chosen a title about the BIG Idea. Or, it could have been about creating relevance for your target customer. Perhaps, it is about all three. And more? What triggered this article? Well, Pill Club ran an event […]
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Have you noticed (if you watch any traditional cable or dish TV shows, of course you have) how much more dominant, repetitive, and yes, annoying than ever in recent memory have become the ads for two categories of products–Insurance and Pharma? Within Insurance, perhaps none is more relentlessly brow-beaten into us than the Liberty Mutual […]
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