OmniChannel Marketing moves consumer along their journey
In today’s dynamic digital age, understanding the consumer journey is paramount to brand success. OmniChannel Marketing offers a seamless strategy that aligns diverse channels, ensuring consumers receive a consistent and unified brand experience at every touchpoint. This article delves deep into the “brand love curve,” highlighting the consumer’s transformative journey – from indifference to becoming […]
LEGO Case Study: How to revitalize a beloved brand
LEGO, the iconic Danish toy brand, has inspired creativity and imagination in children and adults alike since its inception in 1932. The company’s signature interlocking bricks have become a global phenomenon, transcending cultural and generational boundaries. However, in the early 2000s, they faced significant challenges threatening its existence. Our LEGO case study will explore how […]
Marketing budget cuts are coming. Time to make smart decisions.
When your finance manager comes over and tells you to freeze your marketing budget for the rest of the year, don’t be that marketer who whines and complains that it just can’t be done. Don’t show them charts from the past 100 years of the last 8 recessions. Don’t show them an article that says […]
Social Media – How to make the most of your online presence
Social media has become an integral part of our lives. It’s where we connect with friends, share photos, watch videos, and learn new things. In this article, I will outline five key steps you need to get started on building your online presence. You have to dig in and learn about how social media can […]
YETI Case Study: Using their product to drive shockingly high prices
Buying a YETI is not a purchase, but rather an investment. That’s how the founders think of their exceptionally high priced products. In YETI Case Study, we delve into the fascinating world of the YETI brand – an unyielding player in the outdoor gear industry. YETI, renowned for its ultra-durable and superior quality products, has […]
Brand Scorecard – The Brand Manager’s marketing dashboard
As a seasoned brand leader, I have always believed that brand management means business management. With everything that we do, whether it is brand positioning, strategy, or marketing execution, you should see a number. That starts with the right marketing analytics. In brand management, getting lost in a sea of data and misinterpreting marketing signals is […]
The Art of Marketing: What marketers can learn from Sun Tzu’s “The Art of War”
Undoubtedly, Sun Tzu’s “The Art of War” has stood the test of time as a guide for strategy and tactics in warfare. Nevertheless, its principles extend far beyond the battlefield and have been applied in various fields, including business, politics, and sports. Consequently, one area where Sun Tzu’s teachings can be particularly insightful is marketing. […]
12 reasons why Advertising feels harder than it should (And how to fix them)
Creating great advertising isn’t easy. It requires leadership, strategic depth, and creativity. Yet many marketers find the process stressful and frustrating, feeling like they’re never quite hitting the mark. If you’ve ever felt stuck or unsatisfied with your advertising efforts, you’re not alone. We go through the 12 common reasons why advertising feels harder than it […]
How to build marketing tactical plans to use in your marketing plans
When you are learning how to write a marketing plan, make sure that you create a separate marketing tactical plan for each significant investment to ensure everyone has specific instructions for their function, eliminating any room for misinterpretation. The marketing tactical plans should align with your marketing activities and include a Brand Communication Plan, a […]
Why the Nike stock price fell – How the Nike DTC strategy failed miserably
Nike’s stock price has dropped 25% in 2024 and has been cut in half since its high in 2021, largely due to the company’s missteps with its DTC strategy (direct-to-consumer.) In an effort to cut out middlemen and capture higher margins, Nike reduced its support for traditional retailers, focusing instead on selling through its own […]
