Creating an advertising strategy that delivers what it promises is a long process built on coherence. First off you need the magic ingredient that makes your product truly different and better. Then you think profit. And only then comes the Read more “Anatomy of an advertising strategy”
Marketing is about creating and executing strategies, and there are several, connected strategies in a strategic plan. The marketing strategy helps make sense of all the strands of a brand’s strategic plan, but Read more “How to create a marketing strategy that delivers what it promises”
Differentiation and segmentation are the two pivotal elements of professional marketing.
Distribution and Price Read more “What are Differentiation and Segmentation?”
On insight discovery – Recently I spoke with a Brand Director about how to find market space he can win and defend in the long run. The discussion shifted on the meaning of information and insights and, after an interesting debate on what’s insight at all, we found agreement by means of an example, which I’d like to present to you too.