This video is a continuation of my discussion with Bill Weintraub, former CMO of Kellogg’s, Tropicana, and Coors, regarding advertising. This is Episode 3. We talk about what categories, companies, and brands are creating effective advertising in delivering sales growth and some of the factors contributing to their successes.
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(This Marketing Matters article is an excerpt from Chapter 11, Lack of Ideas is the Mark or a Dull brand, of my most recent book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing.) A BIG idea is one that generates a significant impact in the marketplace. If your brand does not […]
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Growth rates slow for various reasons, particularly if we fail to renew a category’s or brand’s lifecycle. Principle reasons include a brand not delivering on its promises, or the brand’s promise isn’t for everyone (nothing is for everyone!), or there’s an attitudinal barrier that we must overcome to reignite growth, among many others. I can […]
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More companies are appointing Chief Commercialization Officers or creating specific commercialization roles for new product launches. The word “commercialization” is an interesting one. According to Siri, commercialize means to “manage or exploit (an organization, activity, etc.) in a way designed to make a profit.” In many organizations, the role or purpose of commercialization is to […]
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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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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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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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“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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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 – 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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