Articles
WRITTEN IN THE RECORD
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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How insurance marketing can steal market share
Insurance marketing How insurance marketing can steal market share Insurance marketing presents a case study in aged thinking with the primary motivator remaining the unique selling proposition. Or the primary goal is simply awareness. Everywhere you look you see...
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Creative Execution
HOW TO STEAL MARKET SHARE WITH CREATIVE EXECUTION BEGIN WITH PROJECTABLE, DEEP-SEATED BEHAVIORAL RESEARCH DEVELOP A BRAND STRATEGY BASED ON CUSTOMER BUYING TRIGGERS REFLECT THE BRAND STRATEGY IN EVERY CUSTOMER TOUCHPOINT FOLLOW STEALING SHARE’S...
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Branding musical instruments to grow market share
Branding musical instruments Branding musical instruments to grow market share Growth in any category requires two things: encouraging competitor’s customers to switch brands and developing preference among new entrants. Think about how complicated this is when you...
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What venture capitalists need to know
Brand evaluation for venture capitalists What venture capitalists need to know Venture capitalists are great at numbers. It’s their job. They look at all the data and make not only an assessment of the business health, but they also analyze and predict the investment...
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Bank preference. Why is marketing failing banking?
Bank marketing is not working. Bank preference. Why don't banks create it? The world of banking has changed dramatically in the last 10 years. And the biggest change is not consolidation and mergers. It is in bank importance. That’s right. Banks don’t seem as...
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Rebranding of Sabian
The Rebranding of Sabian Rebranding of Sabian. The relaunch of a great brand. Sabian rebranding. Now, a new brand for musicians. If you don’t know Sabian, then you are not a drummer. If you don’t know Andy Zildjian… well, you're simply not a lucky guy. I'm not a...
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Brand change: Insurance, Fast Food beware
Brand Change: Insurance, Fast Food beware Brand change looming for both insurance and fast food brands Marketers and brand strategists, let alone CEOs, rarely think about current events affecting brand change. But brands not aware of how hot topics like climate change...
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Hospital branding is the pits: A look at messaging
Hospital Branding Hospital branding is the pits: A look at messaging Do you believe hospitals care about patients? Do you believe doctors and nurses are excellent at their jobs? How about advancing the care of patients? Whether you believe those or not, welcome to the...
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Repositioning brands to steal share
Repositioning brands When repositioning brands makes sense Mergers and acquisitions demands repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly, acquiring additional brands...
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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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NFL Issues: What’s the future look like?
A look at the current state of the NFL NFL Issues: What’s the future look like? All sports leagues should have these problems. While the NFL issues range from protests to falling ratings to concerns over concussions, the league still remains the most popular sports...
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Branding Positioning: Inside sandwich chains
Brand Positioning: Inside the sandwich chain brands Branding Positioning Think of branding positioning this way. In real estate, the most valuable property is often the one with the greatest distance away from its neighbors. The properties close together, with the...
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Brand repositioning. Repositioning brands.
Repositioning your brand. Your brand repositioning is different from rebranding Brand Repositioning Brand repositioning and rebranding share many strategic considerations. And one can dramatically turn INTO the other. But brand repositioning leaves many existing...
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Retail Market Study. Redefining the category
RETAIL MARKET STUDY Retail Market Brand Study. A Failing Market. "The retail market is in the throes of monumental change. Those who change will survive. Those holding onto outdated business models will die." Retail market study. An in-depth look at retail brands...
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Insurance Rebranding. They sure need it.
MARKET STUDY: INSURANCE REBRANDING The insurance market. "Insurance companies— get away from the gecko and Flo, and move into something real." Insurance rebranding. An Insurance Market Study. Our experience with insurance rebranding began when ProAssurance, a medical...
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Breakfast cereal and the breakfast food market
BREAKFAST CEREAL MARKET STUDY A market study on the breakfast cereal category An in-depth market study on the breakfast cereal category A brief history of breakfast cereal Breakfast cereal, especially those loaded with sugar, are losing market share to a whole host of...
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What went wrong with 7 Up? Everything.
What happened to 7 Up? What went wrong with 7 Up? Everything. The 7 Up brand has all but disappeared The primary directive behind building any brand is that you must be single-minded. You can’t be everything to everybody. You must put a stake in the ground and, with...
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Corporate Identity and an ugly misguided logo
Ugly logos mean an ugly brand. Who needs that? Corporate identity must agree with your brand Your corporate identity is all about your company and services. It creates space between your company and the competitors. When properly executed, it positions you as...
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