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WRITTEN IN THE RECORD

What bank leaders can learn from Wells Fargo

Wells Fargo What bank leaders can learn from Wells Fargo The Wells Fargo cross-selling scandal will affect more than just it and its customers. The scandal will affect the entire banking industry, which means banking leaders must be beware of simmering anger with...

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Logistics – Parcel delivery market study

MARKET STUDY Logistics and the parcel delivery market "No one in the space has given anyone any reason to care...In short, they all work." Logistics – Parcel delivery market study Logistics particularly as it relates to the consumer delivery business is a two horse...

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Population health is an opportunity

Community Health Care  Population health is an opportunity Population health is a top concern, but it represents an opportunity The Affordable Care Act has affected everything for hospitals, including the struggle to be financially successful. Notably, however, it...

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Selling insurance when people don’t want it

Selling insurance when people don't want it People don't like insurance companies, so what to do? Selling insurance has one of the single most difficult hurdles to overcome. How to convince audiences that they should buy something they believe they don’t need. Selling...

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The wasted dollars of product naming

The wasted dollars of product naming Stop the craziness Product naming is important. Brands should hold every business to a high standard of eliminating wasteful spending. For example, few industries are worse at spending money on foolish efforts than medical devices....

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Office Depot, Staples merger and new CEOs

Office Depot, Staples merger and new CEOs What the new CEOs should do Changes are afoot among the office supply chains with both Office Depot and Staples looking for new CEOs. This comes on the heels of the expected Office Depot Staples merger between the two...

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The new Truth anti-smoking ad fails.

Anti-smoking Advertisment The new Truth anti-smoking ad fails. The new Truth anti-smoking ad has taken a new approach to curbing teen smoking. It represents a move from the grotesque ads of removing skin and teeth to talking about the salary differences between...

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Insurance branding to create preference

Insurance branding to create preference The purpose of insurance branding Any process of insurance branding includes questions about creating preference. How do we gain preference for our products when, basically, they are identical to that of the competition? How can...

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American Fidelity Assurance Company

Standing out in a regulated marketspace. In a highly regulated category, where the differences between the offerings of supplemental benefits providers are small, a niche focus and the promise to offer a different opinion other than the status quo helps American...

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American Fidelity. Rebranding insurance.

American Fidelity. A case study in branding insurance. How we helped American Fidelity find the right brand promise American Fidelity is one of the leading providers of supplemental insurance and benefits, Specializing in auto dealerships, education, municipalities...

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The fallacy of today’s marketing messages

Marketing messages today The fallacy of today’s marketing messages Today’s marketing messages take on many forms – better, safer, longer lasting, friendlier or cheaper. Or it can take on the form of more as in more value or the most legroom in economy class or even as...

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Pharmaceutical Marketing Strategy

Pharma Advertising Pharmaceutical Marketing Strategy Pharmaceutical marketing strategy focuses on the mundane Those creating pharmaceutical marketing strategy are faced with two issues. Its players must report the potential side effects of their drugs when promoting...

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Marketing Major Appliances – A Market Study

MARKET STUDY: MARKETING MAJOR APPLIANCES A market study major appliances "Aligning with a belief, now that is something different and in marketing major appliances, brands would be wise to pay attention, because the opportunity is there to steal market share."...

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Medical device marketing and branding

Medical device marketing and branding How to steal market share in the medical devices category The medical device category is highly competitive and complicated for sure. But growing market share is a difficult task. It’s easier but by no means a given when you have...

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A market study in the era of Peak TV

Peak TV A market study in the era of Peak TV The winners and losers of Peak TV, and what Apple TV can do about it We are living in the world of Peak TV, a term coined by FX President John Landgraf a few years ago – and he was right in many ways. We are living in an...

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Aligning IT providers. Who is eliminated?

IT provider alignment Aligning IT providers. Who is eliminated? IT (Information Technology) is changing It is no secret that Information Technology continues to evolve. Both IT providers and their clients continue to adapt to the ever-changing needs of stakeholders....

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Branding nonprofits: Growing to give more.

The Nonprofit Brands Branding nonprofits: Growing to give Charitable giving is rising over the past couple of years with 2015 being a record-setting year. In fact, giving increased in each of the past six years with 2016 expected to be more than last year’s...

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Brand relaunch. Important elements.

Parts of a Brand Relaunch Brand relaunch. Important elements. Brand Relaunch. What are all the considerations? When it becomes necessary to have a brand relaunch it has become quite evident to the marketing group that the brand is underperforming. Even if usage has...

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Affinity programs and why they fail.

Affinity programs and why they fail. Brand Affinity programs and why they fail. Affinity Programs Rarely Create Affinity Almost all businesses from retailers to transportation companies have affinity programs designed to foster brand loyalty. Most work very poorly and...

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Beer Marketing and Differentiation

MARKET STUDY Beer Marketing Beer Marketing and Differentiation Beer Marketing — Growing Beer Market Share Introduction The following looks at beer marketing. And will give you a quick view of how Stealing Share operates and finds solutions. No branding project...

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