Segmentation and differentiation are perhaps the most powerful weapons in the marketing arsenal. Yet they are also the least understood. Why? Because way too often marketers do not understand customers. They can talk products, but features don’t make products different. This article aims to shed some light on how to create solutions that are really desirable to buyers and users while being truly different from competing brands. Enjoy it.
On March 23, 2018 Erin Lyons wrote What would you consign to Marketing Room 101? for Marketing Week Live where, among others, Mark Ritson and Colin Lewis, Marketing Week columnists, made comments worth discussing further. Read more “MarketingWeek: What makes the person selling sugared water better than the guy working in B2B?”
Chances are your company isn’t ready to profit from the alluring promises of data analytics. You need to learn how to make and test hypotheses at scale before you can earn the title of Analytical Company. Read further. I am going to tell you how to develop analytical skills to move your business ahead. Read more “How to evolve into an analytical company”
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”
Where does online marketing fit in the marketing world?
Online marketing doesn’t exist.
The Statement of Purpose, SoP (aka Mission, Vision), defines the company purpose and principles applied to reach the purpose.
When really lived inside the company, the company purpose is the main inspiration for the Marketing Strategies of all company brands.
According to Collins & Porras (see the book Built to Last) an effective SoP is made of two parts: Core ideology and Envisioned future.