A Tear for Coles & Woolworths

Poor WW & Coles – Hard Frustrating Unsatisfying! Spare a moment of sympathy for executives, senior management, C-suite leaders and directors of Woolworths and Coles. Yes, they get paid well but at what cost? For decades they have suffered in absence of the wisdom of the ages, best summarized by legendary strategist, Sun Tzu, whoContinue reading “A Tear for Coles & Woolworths”

How do you KNOW what your customers want?

“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?”

The Easiest Way for Businesses to Make Billions

Why Do Businesses Stray from the Proven Path to Making Billions? I recall the adage, “Not advertising is like kissing someone in the dark… YOU know what you’re doing, but nobody else does.” Market research tells you: If there are any kissable people in the dark, How to find them, What sort of kiss theyContinue reading “The Easiest Way for Businesses to Make Billions”

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?)”

Frustration is viral

Frustration is a viral sentiment spreading throughout the global business community, “How do you find executive management who can truly achieve results, embrace cutting-edge methods and implement bold new ways to succeed?” Business success comes not by natural intuition, through costly mistakes, charismatic diplomacy or knowing the ‘right’ people. (This attitude has, and continues to,Continue reading “Frustration is viral”

What about the future?

Many businesses reach the height of their success just before they expire. Why? Under the operational umbrella, they they have learned rights and wrongs, developed an understanding for their strengths and weaknesses, developed quality networks, and streamlined efficiencies. Under the strategic umbrella, leadership and management are starved of skills. Ignorance, being blissful – until thingsContinue reading “What about the future?”

Tweets that help in Business

When Twitter started, I guffawed, “What the ….”? Like so many ‘baby boomers’, I just didn’t ‘get it’. Even after I started Tweeting, I didn’t really understand the value of the medium, until I sat down with my colleague, Brad Keeling, who has led the cutting edge of Social Media Marketing… then I REALLY startedContinue reading “Tweets that help in Business”

Add Advanced Strategic Marketing & TV could be saved

TV could be saved and become the world’s leading mass market medium again – much more powerful than the Internet with a simple innovation. Yes it would take a level of managerial preparedness and adoption of change, but only that necessary as has evolved in the face of needs of viewers and of advertisers… TelevisionContinue reading “Add Advanced Strategic Marketing & TV could be saved”

Where have all the Good Marketers Gone?

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?”

BRAND IMMORTALITY – Part 2

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”

Is Brand Immortality Possible?

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?”

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”