Collaborative planning, brand development & strategic marketing
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Headlines about misbehavior and scandal are nothing new. They range from Bernie Madoff to Goldman Sachs; from Enron to BP to Penn State. And when companies or individuals step way over the line – breaking the law, violating human rights – their reputation and their brand equity suffers. But what about the other end of [...]
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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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#4 in a series on how to respond to a rapidly changing world and the need to ReThink key elements of marketing and planning. Marketers all recognize the importance of knowing their customers. But do you know them as well as you once did? Or have they changed while you weren’t looking? And, given the [...]
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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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Marketing is in the midst of a revolution. The world is changing and it’s changing fast. Time honored “best practices” have become irrelevant and new practices have yet to be proven. Advances in technology are responsible for many of these changes. Traditional media has declined. New media has emerged. Social media has allowed consumers to [...]
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I’ve moved several times in my life. After each move I found a new doctor. And each new doctor started with a medical history, physical exam and blood work to determine the state of my health. However, almost every visit thereafter is due to a specific problem: the flu, a turned ankle or some other [...]
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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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