·
Long-time readers will know that I talk a lot about Apple and it’s marketing efforts. Yesterday, another ‘incident’ with Apple came to my attention, and it adds support to everything I’ve said in the past. Back in May, I made the argument that the only difference between an Apple computer and a PC was smart
·
The last two days featured a case study on targeted marketing and rebranding. A fictional bait & tackle shop tried to target its “perfect customer.” The first attempt was a miss and actually hurt business for the shop. However, it also yielded a great deal of information about the market and helped determine who the
·
Yesterday, I gave you a hypothetical marketing situation. We run a bait & tackle shop. Having defined our perfect customer, we changed our store layout and image to fit them and waited to see how this changed our business. Today, three months later in the thought-experiment, we see business has declined in two of our
·
Once again, you need to evaluate who your story tellers are. We did just do this a few days ago, but keep in mind that this must be an on-going process for your brand. Here’s an example… We run a bait & tackle shop near a popular fishing shop. Obviously, our customers will be somewhat
·
Who is talking about you? Are your products reviewed on people’s blogs? Have there been any newspaper articles about your newest ad campaign? Do you overhear casual conversation about your brand in the coffee shop? There is someone out there telling your story that is not on your payroll. It’s time you figure out who
·
Axe is a very popular brand of men’s deodorant and shower products owned by Unilever. I guarantee that you have seen their television advertisements at some point in time. I choose to look at Axe because I think their marketing, however controversial, is absolutely genius. Picture two men in a bar. Man A is tall,
·
I read an old Harvard Business Review article about “Blue Ocean Strategy” the other day (Blue Ocean Strategy. (2004). Kim, W. C. and Mauborgne, R. Harvard Business Review (October), 77-84.). The article was rather well written, and I have found it very useful in evaluating business opportunities. Saturated markets with intense competition, according to the