The title of a FIERCE Pharma article announces, “Amgen cuts 500 U.S. jobs, primarily sales reps, as COVID-19 speeds a shift to digital.” The company is turning to its use of those digital marketing tools it employed during the pandemic for the long run. Amgen is re-engineering its commercial model to make it more effective […]
Read More
We need to get beyond the product we sell and think about the experience we deliver. The whole product—tangible features and intangibles that add value to your offering—shape the customer experience. Service is intangible. However, it has a tangible impact on the customer experience and, therefore, the ultimate satisfaction with your brand. Imagine going to […]
Read More
I’m experimenting with something new, a video-based Marketing Matters blog. While I’ve shared video in the past, this one is direct from me to you. This video debut is about what you can do to make your marketing strategies matter more. Specifically, it covers the 5Cs checklist. Please let me know what you think: Do […]
Read More
Being the one who makes your product, process, or service obsolete is the only way to prevent your competitor from doing so. Peter F. Drucker, THE DAILY DRUCKER Yes, I read THE DAILY DRUCKER: 366 DAYS of INSIGHTS and MOTIVATION for GETTING THE RIGHT THINGS DONE. Yes, I read it daily, highlight passages, and make notes […]
Read More
Steel man — Argue against the best form of your strategy Steel manning your marketing strategy is a practice to help make your best strategic thinking even better. It is an effective way to pressure test your work before you launch it into the market to support your brand and business. It deals with strengthening […]
Read More
Investment: Allocating money for the purpose, and with the expectation, of it generating a substantial future financial return. There’s a difference in opinion about whether marketing is a cost or an investment. Indeed, corporations treat it as a cost for accounting purposes and write it off as such for tax relief. However, to perceive marketing as […]
Read More
“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 […]
Read More
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 […]
Read More
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 […]
Read 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. […]
Read More