Tuesday, May 15th, 2012
One of the big challenges every marketer faces is how to measure the impact of your promotional investment when you have a limited budget to begin with. Comparative heavy-up tests where effort in a region of the country is doubled and the results compared with a comparably matched region are simply not a cost feasible […]
Monday, May 14th, 2012
My observations suggest that while there are a lot of different reasons a place brand effort fails, three tend to consistently rise to the top of the list. Learn what they are.
Sunday, May 13th, 2012
One of the challenges in branding is making certain your core promise is consistently communicated across your various target audiences. The downside of having your message go off strategy is that it gets diluted and contributes to the background noise rather than helping build your brand equity. But, if your target audiences have unique needs, […]
Monday, May 7th, 2012
Don’t Blame The Tool For The Mechanic’s Lack Of Skill The blog post I wrote on features versus benefits received a lot of attention, so I followed it up with a little exercise and a reprise of an earlier blog post on assessing advertising. One problem I have observed is that the blame for poor results […]
Sunday, May 6th, 2012
I am often asked to help teams think through solutions to their problems. My go-to model is gap analysis. Over the years, I have found it to be a very reliable process for organizing people’s thoughts and minimizing the amount of wheel spinning that typically occurs when a team engages in problem denial and solution […]
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