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”
Don’t let them fool you with terms like online marketing, Internet marketing, digital marketing, social media marketing, affiliate marketing, and you name it. There are no such things. They do NOT exist. There is only Read more “Where does the online world fit in marketing?”
Online marketing doesn’t exist.
Marketing is about creating and executing strategies. One of the key marketing strategies is the communication one, which consists of two parts: Read more “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.
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”
The product strategy should give freedom of maneuver and at the same time define clearly the borders behind which stretching the brand performance is not a viable option. Just pay attention to not define it too narrowly. Read more “Product strategy and freedom of execution”
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?”
The Payoff is a short sentence typically placed under a brand or company name. It is most effective when it is linked to the brand.
For instance, these are strong payoffs: Read more “What is the payoff?”
The product Positioning Statement is part of the Marketing Strategy, which includes three more elements: goal, brand purpose, and target definition.
Positioning statements should be built upon 4 pivotal brand elements: Read more “What is the product positioning statement?”
Increasing market share can be dangerous if you do so at the expense of profitability.
Lowering prices is a deadly decision because Read more “On price and profit”
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