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Innovation in strategic marketing- Segmentation and differentiation

The very first brand: A tale of segmentation and…

April 23, 2018January 6, 2022

MarketingStat #Segmentation #MarketingStrategy #Differentiation

By Mirio E.D. de Rosa

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.

Anatomy of an advertising strategy

February 12, 2018January 6, 2022

MarketingStat #Differentiation #CopyStrategy #CommunicationStrategy

By Mirio E.D. de Rosa

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?

January 26, 2018January 12, 2022

Selected Posts MarketingStat DigitalMarketing #StrategicMarketing #MediaStrategy #CopyStrategy

By Mirio E.D. de Rosa

Where does online marketing fit in the marketing world?

Online marketing doesn’t exist

January 26, 2018January 14, 2022

MarketingStat DigitalMarketing #StrategicMarketing #MediaStrategy #CopyStrategy #CommunicationStrategy

By Mirio E.D. de Rosa

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” →

What is the Statement of Purpose?

December 15, 2017January 14, 2022

MarketingStat #StrategicMarketing #MissionPurpose #MarketingStrategy

By MarketingStat

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.

How to create a marketing strategy that delivers what…

December 15, 2017January 6, 2022

MarketingStat DigitalMarketing #StrategicMarketing #Segmentation #ProductStrategy #MarketResearch #MarketingStrategy #Differentiation

By Mirio E.D. de Rosa

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” →

Product strategy and freedom of execution

November 29, 2017January 6, 2022

MarketingStat #StrategicMarketing #ProductStrategy #OnStrategy

By MarketingStat

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” →

What is brand defense?

November 29, 2017January 6, 2022

MarketingStat #PricingStrategy #OnStrategy

By MarketingStat

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?” →

What is the payoff?

November 29, 2017January 6, 2022

MarketingStat #StrategicMarketing #Differentiation #CommunicationStrategy

By MarketingStat

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?” →

What is the product positioning statement?

November 29, 2017January 6, 2022

MarketingStat #StrategicMarketing #MarketingStrategy

By MarketingStat

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?” →