“Customers” are NOT identical. A “market” is only a corral of market segments. Until business leaders fully accept that fact, businesses will not do as well as they could, probably flounder at some stage, and ultimately fail as their competitors (who DO “get it”) out-manoeuvre them. The Most POWERFUL tool in a business strategist’s arsenalContinue reading “How do you KNOW what your customers want?”
Marketing isn’t right Not satisfactory? Marketing be doing more? Find out how to optimise your marketing here!
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?)”
In the zenith of the years of excellence in advertising and marketing, the seller controlled the balance of power. Taking the empirical science of “Marketing” revealed by diligent and breakthrough academic work, with open and dedicated support from industry, sellers were industrious about applying the newly discovered “Marketing Concept” – finding out what consumers wantedContinue reading “Lost Marketing Craftsmanship is tipping balance of power from seller to buyer”
The academic study of Marketing was initially undertaken to make business decision-making easy… and it worked! Marketing decisions that religiously, if not fanatically, followed the technical revelations of academic marketing teachings, have worked, and worked, and worked. In my career, every single marketing plan based upon the teachings of my studies, and implemented accordingly, hasContinue reading “Where have all the Good Marketers Gone?”
What is the Marketing Concept? What is the basis of all marketing management? Is it not meet the customers’ needs with available resources? Is pushing an imperfect satisfaction of needs, via advertising, personal selling, tricky copy and negative options, give-aways and incentives, going to imbed success in a brand? Is a badly thought-out product orContinue reading “BRAND IMMORTALITY – Part 2”
There are no specific strategic models for FMCG brands to manage lifecycle because any generalisation would be fictitious nonsense. The secret for ALL marketers is market segmentation. Until decision makers recognise that there is no singular ‘market’, but a unique combination of segments that make up an individual market, we are unimpowered. “Markets’ are asContinue reading “Is Brand Immortality Possible?”