Articles
WRITTEN IN THE RECORD
Don’t be a branding fail: Three questions to ask yourself
Branding Fail: What to ask yourself By Michael Van Ausdeln 23 October 2020 Don’t be a branding fail: Three questions to ask yourself Fast Company published a list of the 25 most spectacular branding fails of the last 25 years yesterday. And you can read about them...
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How to create emotional tech marketing
Tech marketing: How to make it emotional By Michael Van Ausdeln 15 October 2020How to create emotional tech marketingFor as advanced as the tech world is becoming, tech marketing remains in the Stone Age. Since the unveiling of Apple’s iPhone more than 13 years ago,...
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Grocery market strategies to grow market share
Today's Grocery Market By Michael Van Ausdeln 18 September 2020Grocery market strategies to grow market shareThe grocery market has come a long way since its early days. The first stores were really social interactions, as strange as that might sound. Customers simply...
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How To Market During COVID
Growing share during the COVID econmoy Successfully Market During COVID Surviving the COVID-19 depression Survival is a worthy goal. But what about growing market share in the COVID economy? Is growing even possible? Napoleon once said, "the logical end to defensive...
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Brand relaunching. Reposition for relevance
Brand Relaunching Considerations Brand relaunching. How to win. Brand relaunching is an important part in repositioning a brand. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide...
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Current bank market positioning advantages
Today's Bank Market By Tom Dougherty12 November 2020 Grabbing Bank Market Share The bank market has changed It has been many years since small independent banks and thrifts dominated the banking market. Besides credit unions, the banking landscape has merged into a...
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Current Beer Market Strategies for Growing
Current Beer Market By Tom Dougherty 4 September 2020 Adapting to the current beer market The Current Beer MarketThe beer market is as fragmented as any market in the world. Large beer producers dominated the beer market for many years. Today, it is splintered into...
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COVID-19 advertising: What works and what doesn’t
COVID-19 Advertising: Nothing's changed COVID-19 advertising: What works and what doesn’t The question many marketers are asking themselves during this time is this: What tone should we adopt in our COVID-19 advertising? Should it be soft and warm? Comforting and...
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Permanent changes in purchase choices
Permanent changes in purchase choices Permanent changes in purchase choices Marketers must adapt to customer changes.Mass changes in lifestyles sweep over purchasing behaviors. Some are permanent. Others transient.No doubt you have witnessed these changes. They seem...
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What drives Millennial consumers?
Millennial consumers: How to reach them What drives Millennial consumers? Who are the Millennial consumers? The bane of a Generation X’s parenting, and the most desired demographic in marketing.They are the ones reaching adulthood around the turn of the 21st century,...
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Beverage brands shouldn’t gloat about the decline of beer sales
Beverage brands: Don't get cocky Beverage brands shouldn’t gloat about the decline of beer sales So, the beer industry is seeing a drop in sales for the third straight year, and beverage brands from other sectors of the market are rejoicing.Well, don’t get too...
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A Sears rebranding leading to the chain’s eventual death
Sears rebranding: Now the chain can die A Sears rebranding leading to the chain’s eventual death The Sears brand will finally die. Finally. Just seven months after a Sears rebranding revealed a new logo and brand positioning, the once proud retailer stands on the...
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The cannibalization of the bottled water brands
Market Study: Bottled water brands The cannibalization of the bottled water brands Got milk, anyone? Apparently not. Sales of milk dropped 13% over the last eight years, signaling a trend that affects many industries and brands. For example, it’s led to the rise of...
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McDonald’s copying Popeyes: Why fast food fads don’t work
Fast food fads: They come and go McDonald’s copying Popeyes: Why fast food fads don’t work Few brands openly copy one another more often than fast food chains. Because so few of them hold meaningful brands, they grab onto whatever’s working over there to increase...
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Dental brands: Why they are their own worst enemies
Dental brands Dental brands: Why they are their own worst enemies Like most industries, dentistry faces consolidation as the number of Dental Service Organizations (DSOs) grows. There are numerous reasons for this, but their growth signifies change happening in the...
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The meatless food category: What’s next?
The meatless food category: What's next? The meatless food category: How it's succeeding, and where it goes from here Sometimes, there really is something in a name. For example, what do you call the meatless food category? Is meatless food enough? You've probably...
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Apple Services, Apple TV+ and the state of the Apple brand
The Apple Brand: Transforming Apple Services, Apple TV+ and the state of the Apple brand When it comes to Apple, the world’s most cash-rich company is always underrated. Seriously. Which is why we shouldn’t scoff at the Apple Services division nor Apple TV+. But more...
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Don’t cheap out on logo development
Logo Development: Be strategic Don’t cheap out on logo development Yes, we’re calling out a so-called logo development competitor. Because, for some reason, our Twitter feed cropped up an ad for company called Fiverr. (Yes, that’s how it’s spelled.)Fiverr essentially...
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Why does marketing success come so slowly?
The difficulty of achieving marketing success Why does marketing success come so slowly? Despite your best efforts, your marketing success moves in slow motion. Advertising seems less effective— even on the face of better targeting. Sure, a product innovation can...
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Why hospital marketing must be rethought
Hospital marketing: A new approach Why hospital marketing must be rethought A long time ago, hospitals were bastions of solidity. They belonged, at least in public mindset, to the citizens of the communities they served. Few thought of themselves as competitive...
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