Many companies in the industry are struggling despite improved productivity anda focus on core brands. What can they do to spark growth?
http://www.mckinseyquarterly.com/links/15925
12.28.2004
Making the Perfect Marketer
A study from the Association of National Advertisers and Booz Allen Hamilton suggests five ways to make marketing more relevant than ever.
Read the article. You have to register with the site, but it doesn't take but a minute.Cool Quote - 12.28.04
Scott came across this quote and thought we would enjoy:
So, in 2005, marketers will need to understand the essence of their brands -- the one thing that they stand for -- then communicate symbolically to reach these consumers (all of us) who are struggling to process the information load that comes their way on a daily basis. Keep it simple, sensory (sensorial experiences reunite us with our biological rhythms), empathetic (understand our time-pressed needs), and optimistic (give us small moments of joy as we go about our day).
So, in 2005, marketers will need to understand the essence of their brands -- the one thing that they stand for -- then communicate symbolically to reach these consumers (all of us) who are struggling to process the information load that comes their way on a daily basis. Keep it simple, sensory (sensorial experiences reunite us with our biological rhythms), empathetic (understand our time-pressed needs), and optimistic (give us small moments of joy as we go about our day).
12.21.2004
Back to the ABCs--Make That the Three Ps--of Marketing
Marketing in America is adrift today. More than 90% of all new products launched are not on the shelf two years later. Manufacturers are scrambling to maintain brand share in the face of a sea of private-label entries. Consumers are showing less and less willingness to pay a premium for "national brands."
A hundred years ago we had it figured out. Marketing was about product, place, and price. Get a good product to a place where someone could buy it for a price that reflected the intrinsic value of the product and how difficult (or dangerous) it was to get it to the buyer.
In the decades since, while creating more product and place options than we can effectively use, we've forgotten the basics of product, place, and price. In the face of this myriad of options, consumers are reverting to a simpler approach to making choices.
Consumers, it seems, haven't forgotten the basics of product, place, and price. Just as we followed consumers into the frontiers of cable television, online shopping, warehouse clubs, and dollar stores, now we must follow them again as they change the rules of the game to fit their needs.
Read how to profit from the three Ps of marketing.
By Ben Ball, PROMO
A hundred years ago we had it figured out. Marketing was about product, place, and price. Get a good product to a place where someone could buy it for a price that reflected the intrinsic value of the product and how difficult (or dangerous) it was to get it to the buyer.
In the decades since, while creating more product and place options than we can effectively use, we've forgotten the basics of product, place, and price. In the face of this myriad of options, consumers are reverting to a simpler approach to making choices.
Consumers, it seems, haven't forgotten the basics of product, place, and price. Just as we followed consumers into the frontiers of cable television, online shopping, warehouse clubs, and dollar stores, now we must follow them again as they change the rules of the game to fit their needs.
Read how to profit from the three Ps of marketing.
By Ben Ball, PROMO
12.20.2004
Cool Quote - 12.20.04
"Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely." - Jay Conrad Levinson
12.16.2004
For all you current & former youth marketers...
Ypulse is an independent blog for teen/youth media and marketing professionals providing news, commentary and resources on commercial teen media (teen magazines and websites), entertainment for teens (movies, games, television, music), technology used by teens (cell phones, instant messaging, SMS), the news media's desire to attract teens (newspapers, cable news), marketing and advertising (targeting the teen market) and civic youth media (highlighting organizations' efforts at promoting youth voices in media).
Check out Ypulse.
Ypulse is affiliated with a cool guerilla marketing agency called ALT TERRAIN.
11.30.2004
Cool Quote - 11.30.04
"If you wish in this world to advance your merits you're bound to enhance; you must stir it and stump it, and blow your own trumpet, or, trust me, you haven't a chance." - William S. Gilbert (1836 - 1911)
11.22.2004
Brand Loyalty 2004
Search engine extraordinaire Google has shot up to No. 1 among consumers in the latest Brand Keys' Customer Loyalty Leaders survey, overtaking Avis, which held the top spot for the past seven years. Brand Keys adds new brands yearly according to respondents' unaided mentions in the twice-yearly study, which polls 16,000-plus men and women aged 21-60.
Read More
BRANDWEEK, October 25, 2004
Read More
BRANDWEEK, October 25, 2004
11.18.2004
The Marketers' Challenges
The marketing and advertising industries are feeling the pressure more than ever to change and innovate. Commenting on what the persuasion industries are confronting today are Kevin Roberts, CEO, Saatchi & Saatchi Worldwide; Douglas Atkin,chief strategy officer for Merkley+Partners; Bob Garfield, columnist for Advertising Age; Andy Spade, Song Airlines' creative consultant; Naomi Klein, author of No Logo; and Mark Crispin Miller, media critic.
These excerpts are drawn from their extended FRONTLINE interviews.
These excerpts are drawn from their extended FRONTLINE interviews.
11.11.2004
Cool Quote - 11.11.04
"Security is mostly a superstition. It does not exist in nature, nor do the children of men as a whole experience it. Avoiding danger is no safer in the long run than outright exposure. Life is a daring adventure or nothing at all." - Helen Keller
11.09.2004
The Decline of Brands
10.21.2004
Cool Quote - 10.21.04
"Consumers build an image [of a brand] as birds build nests. From the scraps and straws they chance upon." - Jeremy Bullmore
10.19.2004
The Next Generation of Global Branding?
Coca-Cola is not an American brand, L'Oreal is not a French brand, and Samsung is not a Korean brand. Rather, they are global brands.
They are symbols of a global culture created by the Internet, travel, music and other influences that easily seep across borders. So what are the implications for brand strategists?
Read More
Nick Wreden, MarketingProfs.com, October 19, 2004
They are symbols of a global culture created by the Internet, travel, music and other influences that easily seep across borders. So what are the implications for brand strategists?
Read More
Nick Wreden, MarketingProfs.com, October 19, 2004
Can anyone say, "Matrix Boots" ?
Online Experience Shapes Shoppers' Perception of Brand
By Rama Ramaswami
At last--one place where Wal-Mart isn't at the top. The retail behemoth placed fourteenth in a study of the customer experience offered by 20 leading online retailers. The survey of 2,000 customers, conducted by market research firm Vividence Corp., evaluated each retailer's site on more than 250 measures of the customer experience. Not surprisingly, Amazon.com topped the list, followed by Barnes & Noble, Circuit City, and eBay. Wholesaler Costco hit rock-bottom, coming in at No. 20. So why should you care?
10.15.2004
Where Do the Great Brands Come From?
Mantra of the Day - 10.15.04
"Aim for success, not perfection. Never give up your right to be wrong, because then you will lose the ability to learn new things and move forward with your life. Remember that fear always lurks behind perfectionism. Confronting your fears and allowing yourself the right to be human can, paradoxically, make yourself a happier and more productive person." - Dr. David M. Burns
From Morning Mantra
From Morning Mantra
More Networks Are Pulling the Plugs
The Ad World is Changing...
Commercial-Free TV Shows Gain Traction as Marketers See Benefits of Such Deals
By BRIAN STEINBERG; THE WALL STREET JOURNAL; October 15, 2004
Commercial-Free TV Shows Gain Traction as Marketers See Benefits of Such Deals
By BRIAN STEINBERG; THE WALL STREET JOURNAL; October 15, 2004
10.14.2004
10.12.2004
The Power of the Industry Blog
Word of mouth may be one of the more informal elements of the marketing mix, but it's by no means less effective.
In fact, if your company is releasing a new product or service, no formal marketing method meant to increase its exposure can match the power of people talking to each other about it.
When it comes to Internet marketing, one of the ways to kick-start this process is to get your piece of news mentioned on possibly the most effective online mouthpiece around: the industry blog.
Get the full story
Catherine Parker, MarketingProfs.com, October 12, 2004
In fact, if your company is releasing a new product or service, no formal marketing method meant to increase its exposure can match the power of people talking to each other about it.
When it comes to Internet marketing, one of the ways to kick-start this process is to get your piece of news mentioned on possibly the most effective online mouthpiece around: the industry blog.
Get the full story
Catherine Parker, MarketingProfs.com, October 12, 2004
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