March 05, 2012
It's highly unlikely that a marketing campaign will change the way consumers refer to a brand. How many people call Dunkin' Donuts "DD?" or Gatorade "G"?
February 10, 2012
The common remedy for a company in trouble is "more." What else can we do? Who can we buy? How can we expand? That's getting it exactly backwards.
January 19, 2012
Everyone has opinions on the subject of Kodak and its bankruptcy. Most of them are wrong.
January 09, 2012
Try to say everything and you end up saying nothing. Make your message real, and you not only connect with people but entice them with the suggestion that there is more to learn about your brand.
December 07, 2011
Developing two brands, one at the high end and one at the low end, is probably an easier task than trying to take on the market leader in the middle of the market.
November 02, 2011
"Marketing" is too narrow a term to describe the role it plays in forging the essence of a company's role and identity and should be replaced with "branding"
October 07, 2011
Is it better to buy or to sell? Either way can be helpful provided you keep your marketing strategy focused on building a corporate brand. Not on assembling an unrelated group of companies which may be profitable today, but won't necessarily fit together under a corporate tent tomorrow.
September 13, 2011
Al Ries takes a look at positioning skills of the Republican field and finds most of them lacking.
September 06, 2011
Logic has nothing to do with marketing. Broadening a category dilutes the category, making it seem less authentic, less desirable.
August 02, 2011
We don't see many marketing people calling the shots on products, names and distribution channels. Instead, marketing people tend to focus on "communications" issues.
July 06, 2011
In industry after industry, the discount is the focus of the advertising. That's no way to become a category leader.
June 02, 2011
Companies no longer advertise brands. They advertise various products their brand names are attached to.
May 09, 2011
Recently, the Conference Board asked 704 CEOs to rank a number of business priorities. The No.1 priority of their list: "Business growth." Who can argue with that objective? But the real question is "How?"
April 05, 2011
Is this what Medill is teaching its students? That as time goes on, names need to be expanded to include additional activities an organization is getting into.
March 08, 2011
While positioning has become famous, the line-extension trap and other principles of positioning are mostly ignored. Take Amazon.com, "Earth's biggest bookstore." It didn't take long for Amazon to move onto bigger and better things: computers, electronics, home and garden supplies, groceries, health and beauty aids, toys, clothing, jewelry, sports equipment. But what if Amazon had followed up its book success with the launch of product-specific websites.
February 07, 2011
Like most marketing fads, the coupon craze is typical of the follow-the-leader thinking rampant in the marketing community -- if everybody is using coupons, then they must be an effective marketing tool. And they are -- in the short term.
January 10, 2011
A great ad campaign will make a bad marketing strategy fail faster. What should Burger King's marketing strategy have been? And what is the role of social media anyway?
December 06, 2010
The tablet computer of 2002 was a convergence product. It combined the functions of a pen computer with the functions of a standard laptop computer. The tablet computer of 2010 is a divergence product. It's as if Apple took a laptop computer and cut off the keyboard and threw it away, then put a handful of the laptop's more important components into the screen itself.
November 02, 2010
Common sense says that marketing messages have to constantly change in order to stay in tune with the times. Marketing sense says that's nonsense. The way to build a brand is with a consistent message over an extended period of time. Maybe you remember Little Caesars.
October 04, 2010
"Everything has changed" is the message marketers have been reacting to recently. And because everything has changed, marketers believe they have to change everything in their marketing programs.