TAKING A BREAK

We’re taking a break from writing Marketing Matters and DISPATCHES while we enjoy a holiday. We’re celebrating Mother’s Day here in the U.S. and wish all of you mothers and/or your mothers a wonderful day. We’ll return with Marketing Matters and DISPATCHES the week of 17 May. Peace and best wishes,

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SAY WHAT YOU MEAN AND MEAN WHAT YOU SAY

When developing the strategic messaging for your business or brand, it is essential to say what you mean and mean what you say. You might say, “certainly.” But few marketers do it. I’m referring to the Creative Brief, which, unfortunately, is, generally speaking, anything but brief! Specifically, I’m reeling against the type and number of […]

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SUCCESS THROUGH FAILURE

I recall an instructive story told in the book ART & FEAR by David Bayles & Ted Orland, that I read many years ago, dealing with the creative process. It provides valuable insight into the creative process and what it takes to achieve success. The story is of a ceramics instructor who divides his class […]

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ANOTHER SIDE TO INNOVATION – IMPROVE, ENHANCE, OR JUST FIX IT

“Do you need to have a brand new idea or invent something radically different in order to create ‘difference?’ No, not necessarily. Starbucks didn’t invent coffee, and Apple didn’t invent the smartphone; these companies simply created new experiences of them, which in turn created a whole new set of meanings that we attached to what were […]

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CREATING CUSTOMERS – THE RULE OF SEVEN

I’m curious about how many calls it takes on average for a salesperson to make a sale to a prospective customer for a given brand or her/his company. The same goes for the number of impressions an ad must make to create a customer. What does it take?  I came across the following: The Rule […]

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INNOVATION – DREAM IT, THEN DO IT!

Innovation – going from idea to impact This morning I applied a fresh FreeStyle Libre 14-Day Sensor. It’s a continuous glucose monitor (CGM). You apply the sensor to the back of the upper arm. Load the FreeStyle app on your mobile phone. Click where indicated on the app, point the top of the phone over […]

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THE (CURRENT) STATE OF ADVERTISING

This video is a continuation of my discussion with Bill Weintraub, former CMO of Kellogg’s, Tropicana, and Coors, regarding advertising. This is Part 2. It addresses our perceptions of “the current state of advertising” and some of the many factors contributing to it. See it here: “NINETY-NINE PERCENT OF ADVERTISING DOESN’T SELL MUCH OF ANYTHING.” David […]

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PROFIT IS NOT EVIL

Unfortunately, many believe profit is evil. Profit is no more evil than pursuing advanced education or consuming more organic foods. These deal with promoting advancements—the enterprise, careers, and contribution to society, overall health, and well-being. We should and must strive for profit to build and maintain a business. Profit goes beyond rewarding investors. It provides […]

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AVOIDING ERRORS THAT COULD BRING YOUR BRAND DOWN

Let’s reflect upon and talk about the king’s recent misstep. No, I’m not singling out any one monarch of a specific country. Au contraire, I’m referring to the self-proclaimed king of, all things, the hamburger. This article is about Burger King. I come not to condemn nor bury the Burger King. Many are leading this […]

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The Purpose of Advertising – Summary

This video summarizes the key points from my discussion with Former CMO for Coors and current Instructor of Advertising at the University of Colorado, Bill Weintraub, on the purpose of advertising. Click the play button below to view the summary video. If you want to view the original discussion in its entirety, go to: https://www.youtube.com/watch?v=sb8EI4g4Oyg&t=9s  […]

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