ACHIEVING A SUCCESSFUL BRAND TURNAROUND

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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DO YOU PRACTICE EMINENCE- OR EVIDENCE-BASED MARKETING?

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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THINK ABOUT IT: COMPETITIVE BRAND POSITIONING STRATEGY

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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SOME PLAIN & SIMPLE PERSPECTIVES ON ADVERTISING

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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CREATING MARKETING SUCCESS

Establishing relevant, meaningful differentiation that drives “preferentiation” is essential to creating marketing success in the absolute and relative to your competition. But what does this marketing principle mean? Relevant Differentiation without relevance is meaningless. Worse, it’s odd. It’s weird. Prospective customers will ignore it at best and turn them off at worst.  Relevance speaks to satisfying […]

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TRIBUTE TO THOSE WHO GAVE (AND GIVE) THEIR LIVES

Today, 30 May 2022, is Memorial Day. Memorial Day is not just a long holiday weekend for our pleasure. It is a time when we remember and honor military personnel who sacrificed with their lives so that we might enjoy life, freedom, and an elusive world of lasting peace—people like my Grand Uncle, Joseph Giardina. […]

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RESIST DRIFT

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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AVOID PLAYING THE BLAME GAME

The blame game is perhaps one of the most popular and widely played games in the world. It is front and center daily in politics. Is it not?  Consider, for example, the rampant inflation that our nation and others are experiencing. What is the cause? Our “leaders” are blaming it on their predecessors; they claim […]

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SHOWING UP FOR (MARKETING) SUCCESS

I’m not bragging. I’m just proud of myself for doing what I didn’t believe I could do. My doctor wants me to add five pounds of muscle for better metabolic health—specifically to enhance my insulin sensitivity. “No way,” I told him. How does a 74-year-old who has exercised his entire life going to add muscle? […]

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MARKETER+ INTERVIEW WITH RICHARD CZERNIAWSKI

The latest issue of MARKETER+, a Polish publication, is now available. In it, you will find an interview Lukasz Murawski, host of the podcast “Let’s Talk Brands,” conducted with me. However, you probably won’t be able to read it unless you read Polish. No, I don’t speak or read Polish. Well, a few words, but […]

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