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The Innovation Brand Needs a Makeover

 in·no·va·tionnoun \ˌi-nə-ˈvā-shən\ 1: the introduction of something new 2: a new idea, method, or device Merriam-Webster dictionaryInnovation is a powerful word - a label for the stream of activity as...

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How To Determine Your Marketing Budget

Is your business spending enough money on marketing - or too much?  How will you know?  There are some simple approaches that provide guidance in determining a marketing budget level to support the...

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Carhartt – Smart Marketing in a Mature Category

Carhartt is a brand that has enjoyed a lot of success in the last several years, largely due to some smart brand positioning and activation. Rugged outdoor working apparel is a crowded category and...

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Building a Brand in Specialty Retail Channels

If you love gourmet food, you should visit the Fancy Food Show, at least once, put on by the National Association of the Specialty Food Trade (NASFT). This is a trade show for specialty food retailers...

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Lessons From JC Penney’s Pricing Strategy

JC Penney moved away from a deep discounting strategy to an everyday low price strategy in January 2012. Revenues for its 1st quarter were down 20%, while its competitors have been stable. Consumers...

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How Well Do You Know Your Consumer?

Marketing follows a simple law - consumers purchase products that fit their needs.  The better a company knows its consumers’ needs,  the more likely its products and communications will solve these...

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Consumer Insight – the Key to Unlocking Growth

If a single consumer insight were able to create a $10 million business, wouldn’t every company be focusing on finding an insight? I am puzzled by this. As a commercial marketer (not a researcher) I...

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The Olympics Changed The Way We Watch Programs

The 2012 Olympics has not disappointed viewers with memorable moments of breathtaking athletic performance.  These games will also be be remembered for changing the way we watch programming.  With a...

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A Consumer Insight Behind Social Networking

We often examine the marketing opportunities presented by social networks and social media.  But what do social networking habits say about consumers and all of us?  Are we seeking communities,...

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“Marketing Strategy” Needs a New Name

A good friend of mine who successfully coaches small business owners gave me a sage piece of advice: “Bob, if you are looking to attract small business owners as clients, the moment you use the words...

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Reputation is the Secret to Company Value

Apple Inc. has become the most valuable company in the world. Its stock price indicates the company is worth over $640B-- bigger than Microsoft, Google, Amazon and Facebook combined. Some analysts...

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5 Steps to Finding Growth Opportunities

Most companies participate in mature categories,from a growth standpoint. Fighting the category trend to grow the brand is difficult in a mature category. Uncovering growth opportunities will be done...

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How to Write an Inspiring Vision Statement

What is a Vision Statement? A “vision” is simply a picture of the future once an organization has achieved its goals and made a meaningful difference in the lives of those it touches.     Corporate...

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Can Social Media Predict the Election?

The greatest marketing and branding show in the world is brought to us every four years in the months leading up to the US presidential election. Social media is playing a more critical role in...

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Pricing Strategy Lessons From Orbitz.com: Price Differentiation and Segmentation

Guest post  - By Patrick Campbell, CEO Price IntelligentlyIn an effort to capture as much cash from their customers as possible, Orbitz.com recently implemented a “big data” strategy where Mac users...

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Keurig Shows How to Win in a Mature Market

How do you enter a mature market that has huge global competitors and carve out a unique and competitive positioning?Ask Keurig – the maker of the now famous K-Cup coffee pods. While the coffee market...

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Finding Consumer Insights That Lead to Strong Brands

Great brands and compelling marketing campaigns are created when marketers uncover "insights" that reveal consumers’ true needs in a product category.   Marketers may stumble onto an insight (most do)...

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Subaru Wins Big with “Love”

I had a chance to speak with Alan Bethke, the director of marketing communication at Subaru Americas.  He presented a fascinating overview of how Subaru grew its share in the highly competitive auto...

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Is Social Media More Effective for B2B Companies?

Many marketers have held the belief that social media is more effective for companies that sell to consumers (B2C) rather than to other businesses (B2B).  After all, B2B business is transacted by...

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Who Really Owns Twinkies?

Were you part of the collective “gasp” when you heard the news that our beloved brand – Twinkies – might be no more?  Hostess, the makers of Twinkies, Ding Dongs, HO-HOs and Wonder bread announced it...

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