Share this on your networkLinkedinTwitterRedditPinterestFacebookemailBefore writing a creative brief, make sure you have done your homework on developing a winning brand communications strategy that combines
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At every level of your marketing career, you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs and Directors fail when they keep acting like Brand Managers and VPs fail when they don’t know what to do. In a classic marketing team, the four key roles are Assistant Brand Manager up to Brand Manager then up to Marketing Director and on to the VP/CMO role.
A classic brand funnel would measure awareness, familiar, consider, purchase, repeat and loyal. They tell you where your brand is now, and when analyzed with intelligence, brand funnels can provide hints as to where you can go next. The brand funnel analysis can help you determine where your brand sits on the brand love curve, as it moves through five stages: unknown, indifferent, like it, love it, and onto the beloved brand status.
While good marketers can run brands and marketing programs. Great marketers can drive their brands P&L and deliver growth and profit for their brands. Here are eight ways the Brand Leader can drive profits: 1) premium pricing 2) trading the consumer up or down 3) lower product cost 4) efficient marketing costs 5) stealing other users 6) getting current users to use more 7) enter new categories 8) create new Uses for your brand
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Share this on your networkLinkedinTwitterRedditPinterestFacebookemailWhen it comes to innovation, you will likely work with a product innovation team, who are peers that could be filled
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailThe new Wrigley’s ad really jumps off the screen. It’s been all over Facebook and Twitter, on the morning news, and
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailWe are seeing a new emerging independent customer type who loves to explore, learn, and browse on their own terms, with
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailIf you have a marketing excellence program for your brand management team, the focus should be on the skills related to strategic
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailOur Tesla case study shows how Tesla has created such an intense desire among consumers that it caused some problems, but
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailThis article will lay out the financial calculations that marketers need to know. The first financial calculation includes how to calculate
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailTo improve your advertising skills, learn to use your fast, emotional thinking, that engages the instinctual side of your brain. Essentially,
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailMaslow’s hierarchy of needs provides a smart logic and focus on understanding your consumers’ needs. The best marketers gain comfort in
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailAs we execute, the best marketers must be able to see the creativity and the marketing math at the same time.
Share this on your networkLinkedinTwitterRedditPinterestFacebookemailKeep your brand idea is interesting and simple. It helps to gain quick entry into the consumer’s mind, so they engage
Share this on your networkLinkedinTwitterRedditPinterestFacebookemail Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the
Share this on your networkLinkedinTwitterRedditPinterestFacebookemail Every day I see people mess up by randomly using the key marketing words disruptor brand and challenger brand. I
Share this on your networkLinkedinTwitterRedditPinterestFacebookemail Who is your consumer’s enemy? While products solve small problems, the best brands beat down the enemy that torments their