How to set the marketing goal? Marketing goals are SMAC: Simple, Measurable, Achievable, and Challenging*.
How to use strategies? You read and re-read them, till you memorize them.
Brands communicate in three main ways: Mass advertising, Promotions, and Public Relations.
The weight, in terms of budget allocation, placed on each way depends on the industry the brand competes in. Read more “On Brand Communication”
Differentiation and segmentation are the two pivotal elements of professional marketing.
Distribution and Price Read more “What are Differentiation and Segmentation?”
How to think strategically – Words without a clean and unique meaning, like good, great, best, quality, just to mention a few, should be banned in business and they should never be used in strategic documents.
Replace them instead with meaningful terms. The question to find an answer to is: Read more “How to think strategically”
What is the Communication Strategy? The Communication Strategy determines how your brand should become familiar among users of the product category.
It includes two sub-strategies: Read more “What is the Communication Strategy?”