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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A while back I attended a marketing symposium at Marquette University featuring some leading marketers including Steve Laughlin of Laughlin Constable, Tad Hutcheson of AirTran Airways, Robert Kraft CEO of RCI FirstPathway Partners and Ed Caroll, Chief Marketing Officer of Bon-Ton Stores. These marketing heavyweights shared a common message – the critical importance of getting close [...]
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#3 in a series of posts on how to respond to a rapidly changing marketing landscape and the need to ReThink key elements of marketing and planning. Let me begin by saying, emphatically, that if you have a good, strong agency relationship, hang on to it. Far too many marketers are too quick to look [...]
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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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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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