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”
Brand defense is a tactic game. Perhaps the toughest one.
The overall goal is that of demotivating competitor attacks in order to defend market share and profit. Read more “What is brand defense?”
Every market analysis should supply at least three key measures: Dimension, tendency, and segments.
Typically, the market segments do not exceed 2 to 4. A market segment is Read more “How to analyze markets?”
What competitors are there? Competitors split in two groups: Direct and indirect.
Direct competitors: Read more “What competitors are there?”
Differentiation and segmentation are the two pivotal elements of professional marketing.
To differentiate brands work on the Product Strategy and/or the Communication Strategy.
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[1], we found agreement by means of an example, which I’d like to present to you too.
