Collaborative planning, brand development & strategic marketing
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I often work with companies that face challenges brought on by change. Those changes aren’t all bad. Growth, acquisition, new product development and geographic expansion create challenges just as thorny as declining sales, aggressive competition and economic recession. But change demands taking a hard look at brand strategy, beginning with an honest appraisal of brand [...]
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What will health care reform mean for you, your family, your employer or employees? If you’re in the business of hospital marketing, the question is particularly urgent. And it was a common topic at this year’s SHSMD (Society for Healthcare Strategy and Market Development) conference in Chicago last month. In his General Session address on [...]
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Do what you say and say what you do. Large retailers have done a particularly good job of aligning their advertising messages with the brand experience they deliver in store. When Nordstrom’s promotes quality of service, they make sure to deliver it. When Wal-Mart advertises price advantage, you can expect to find consistently lower prices [...]
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Imagine it’s a chilly Sunday afternoon in April. What are you apt to do? Take a nap? Watch a basketball game. Have the inlaws over for dinner? Attending the opening ceremonies for a hospital expansion probably wouldn’t make the top ten. Maybe not even the top 100. And yet nearly ten thousand people did just [...]
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Some people like research, others don’t. What about you? And why, if it’s such a small part of your budget, is it so often the expendable expense?
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Advertising Age recently posted an article (http://ow.ly/2f2pa) about several bold marketers that actually raised their advertising budgets in the teeth of the current recession – with very positive results. According to the article, they enjoyed “double the success rate of those whose spending rate declined.” These companies come from a broad variety of industries, from [...]
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