Have we abandoned the core root of all business success? (Or Just forgotten the truth?)

Too many marketing strategists believe their own BS! Pricing Strategy, Communications strategy, Online Strategy, branding strategy etc. isn’t genius… it is obvious, common sense that evolves out of the fact that perfect knowledge leads to perfect decisions. I’ve had an extraordinary number of commercial successes in my career, record-breaking ones… NOT because I am oneContinue reading “Have we abandoned the core root of all business success? (Or Just forgotten the truth?)”

Once we were (marketing) warriors…

During my Feb 2012 presentation at the FMCG summit at MGSM in Sydney, I asked the group of about 60, “When did you do your last segmentation study?”. I was appalled to find only 1 company had undertaken a segmentation study in the past seven years… SEVEN YEARS!!!!!!!! (Less frequent than 3 years is consideredContinue reading “Once we were (marketing) warriors…”

The Tactical Marketing Advantage of the Taste Test Challenge

Pepsi challenge #marketing, a tactic which pits No.2 and against No.1, always succeeds if used properly – but many people don’t realize how. Many might be surprised to find that Coke’s sales INCREASE when Pepsi does a taste test challenge, The growth in Pepsi’s sales and share comes from minor brands suffering and losing marketContinue reading “The Tactical Marketing Advantage of the Taste Test Challenge”