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A glimpse into the minds of the Positioning Pioneers

  • Forget words. When constructing a slogan, think “sounds.”

    We live in a world of words. Our memos are written in words; our emails are written in words; our marketing plans are written...

  • It’s time for CMOs to focus on the major marketing issue of the 21st century.

                Ever since the turn of the century, the agendas of chief marketing officers have been focused on: (1) The Internet, and (2) Big...

  • Marketing Hall of Fame

  • Why is everybody customer oriented when the real opportunity is something totally different?

    What wins in marketing today? The conventional wisdom is “customer centricity.” As one pundit put it, Connect with customers based on their behavior or...

  • All that is necessary for evil to triumph is for good people to use poor marketing strategies.

    Edmund Burke’s famous epigram (with a slight revision) illustrates the importance of good marketing in the current primary battles. How can an outsider with...

  • The law of duality is creating havoc with many marketing programs.

    Many marketing managers overlook a simple principle: In the long run, every category coalesces around two major brands. Cola: Coca-Cola and Pepsi-Cola. Toothpaste: Crest...

  • Super Bowl 2016

    No matter how much the world of media changes, our yearly love affair with Super Bowl advertising continues. For 354 days of the year,...

  • Should strategy dictate tactics? Or tactics dictate strategy?

    Silly questions. It’s obvious that strategy (the big picture) should dictate tactics (the small details.) Big companies, in particular, believe in strategy first, tactics...

  • The Most Important Marketing Decision to Make

    What brand name to use, Most marketing mistakes can be corrected. Not with brand names. Once you’re committed to a brand name, that’s usually...

  • Slogans vs. Taglines: What’s your brand’s battlecry?

    When Tom Bodett was recording a radio commercial for Motel 6, he found the script was a few seconds short. So to finish the...

  • The line-extension time bomb claims another victim, McDonald’s.

    Decades ago, I was kicked out of a Young Presidents’ Organization seminar for claiming that line extensions were destroying the McDonald’s brand. It’s too...

  • What’s the most under-utilized tool in your marketing toolkit?

    Music: The magic ingredient to make your television commercials more effective. Did you watch the last episode of Mad Men, especially the ending? As...

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