Archive | August, 2011

Marketing tip #83: You really can’t make the horse drink

You can’t make a customer buy! Here’s an uncomfortable marketing truth: With few exceptions, you cannot control potential buyers. No matter how great your product, how spectacular your price or how unparalleled your customer service reputation — if they aren’t ready to buy, they just are not ready to buy. Yes, as the old adage […]

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Thanks for not sharing

There seems to be an epidemic of oversharing these days in the world of brands. Every logo tweak is accompanied by a lengthy exposition from the design agency, every piece of communication is justified with a full-length feature on the making-of by the ad agency, brand managers are obsessed with collecting Brand Touchpoints with the […]

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Branding Comes Before Your Advertising

Branding helps you compete. It helps your products and services stand out in a much cluttered market. When advertising, it comes first. Well-focused, consistent attention to your brand will create a favorable and memorable position for your products or services. It’s the best way to effectively compete and stand out with your customers and prospects […]

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Are you sure it’s what they want?

Give your customer choices they actually care about One of the buzzwords that continues to bounce around the marketing world is “value add.” I have no issue with providing more value to your customers. In fact, I think it’s a dandy idea. But I think you can also stub your toe when you do it […]

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Careful Spending Should Be Your Norm

During soft economic times, customers are more cautious, value-conscious and cost driven. They engage in more product and services comparisons before purchasing. Bringing them fresh ideas can be one of your key retention strategies. If you don’t, your competitors will. Marketing leaders owe it to their company to make sure marketing investments are focused on […]

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Narcissistic Brands

I’ve never been a huge fan of the “brands are like people” mantra. OK, it’s a reasonable metaphor up to a point. But I start feeling queasy when people start applying essentially human terms to brands. Loyalty is bad enough, but love? And while some brands can be annoying, or provide a less than enjoyable […]

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