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  • Colgate Frozen Meals failed
    because customer couldn't associate the brand with the product category.
  • The smokeless cigarette of RJ Reynolds failed
    because it tasted like sh*t according to its own CEO
  • Viagra lost massive market share to Cialis
    because Pfizer misunderstood the psychographic profile of the clients, who are two: She & He.
  • Pampers lost market share to Huggies in the 80's
    because they missed the importance of product design.
  • Nivea withdrew it's White is purity deodorant ad
    because it was deemed discriminatory
MarketingStat.com > Blog > #StrategicMarketing > #MarketingStrategy > #CommunicationStrategy
Advertising Strategy

Anatomy of an advertising strategy

  • February 12, 2018March 27, 2019
#StrategicMarketing #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” →

Online marketing does not exist

Where does the online world fit in marketing?

  • January 26, 2018September 19, 2018
#StrategicMarketing #MediaStrategy #CopyStrategy #CommunicationStrategy
By Mirio E.D. de Rosa

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?” →

MarketingStat Blog

Online marketing doesn’t exist

  • January 26, 2018September 19, 2018
#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” →

MarketingStat Blog

What is the payoff?

  • November 29, 2017September 19, 2018
#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?” →

MarketingStat Blog

What is the media strategy?

  • November 29, 2017September 19, 2018
#StrategicMarketing #OnStrategy #MediaStrategy #CommunicationStrategy
By MarketingStat

The Media Strategy determines how to bring the copy to the customer.

Its very goal is to support the marketing objective by providing Read more “What is the media strategy?” →

MarketingStat Blog

What is the tonality or brand character

  • November 29, 2017September 19, 2018
#CopyStrategy #CommunicationStrategy
By MarketingStat

The Tonality or brand character determines how the brand should be perceived.

It doesn’t have to be directly linked to the Read more “What is the tonality or brand character” →

MarketingStat Blog

What is the support to the brand promise?

  • November 29, 2017September 19, 2018
#CopyStrategy #CommunicationStrategy
By MarketingStat

What is the support to the brand promise? The Reason Why, aka Support to the Brand Promise, is part of the Copy Strategy and it helps customers believe the promise (benefit) the brand makes, so it is linked to the brand benefit, if any. It is not always used. When used, however, it must link to the benefit and possibly to the product too; and  Read more “What is the support to the brand promise?” →

MarketingStat Blog

What is the brand benefit?

  • November 29, 2017September 19, 2018
#CopyStrategy #CommunicationStrategy
By MarketingStat

What is the brand benefit? The Benefit or promise your brand makes is part of the Copy Strategy and it should convince users to prefer it. For instance: Read more “What is the brand benefit?” →

MarketingStat Blog

What is the copy strategy?

  • November 29, 2017September 25, 2018
#MarketResearch #MarketingStrategy #CopyStrategy #CommunicationStrategy
By MarketingStat

The Copy Strategy determines what to tell customers about your brand, so to win their preference.

It is the execution of the Positioning Statement. It sets a measurable objective and it is built upon three elements: Read more “What is the copy strategy?” →

MarketingStat Blog

On Brand Communication

  • November 28, 2017September 19, 2018
#StrategicMarketing #OnStrategy #CommunicationStrategy
By MarketingStat

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” →

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  • Shall we increase the customer satisfaction index or decrease indifference and dissatisfaction?
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