Marketing in a Crowded Marketplace

Marketing In a Crowded Marketplace This article originally appeared on March 5, 2012 under the title of “Marketing a Commodity.”  At the time, a number of people got caught up in mind-numbing discussions of what the word “commodity” means, and the point of the article got lost.  This time around, I’ve eliminated the source of…

10 Practical Marketing Rules

10 Practical Marketing Rules Over the years, I’ve developed some practical rules to help clients be more effective in their marketing efforts. I thought I’d share them with you; and I’ve also included links to articles that elaborate the concepts, in case you want to dig a little deeper. Practical Marketing Rule # 1: If…

Why Do Competitive Advantage Models Ignore Marketing?

Why Do Competitive Advantage Models Ignore Marketing? Lately I’ve been mulling over the concept of “competitive advantage.” It seems so simple and straight-forward. It’s whatever gives you a leg up on the competition. And, indeed, that is basically what most of the definitions say. The problem is not with the concept. The problem is turning…

Small Company Marketing

Small Company Marketing Most of the economy is made up of small companies. Yet most of the discussion and literature about marketing focus on large corporations; and those that do speak to smaller companies spend their time assuming no knowledge of marketing at all (and very little common sense). Smaller companies have, basically, the same…

The Impact of Social Media on Brand Management

The Impact of Social Media On Brand Management In October 2010, the famous clothing company Gap quietly introduced a refreshed version of their classic logo that was in existence for over 20 years. Following an outpouring of negative customer feedback (their Facebook pages had over 250 comments), the company was forced to reverse its decision…

When Did Service Become the Customer’s Obligation?

When Did Service Become the Customer’s Obligation? A neighbor recently asked me if I would be home to sign for a FedEx package for him. It seems that a signature on file wasn’t enough. The shipper was demanding a live person to accept the package. And it set me to thinking. At what point did…

Marketing a Commodity

Marketing a Commodity If you think about it, most of the products in the marketplace are commodities, products which are pretty much like all the other products in that market space. That means, of course, that most marketing people have the unenviable job of differentiating where there is, in fact, very little difference. Marketing a…

Creating Demand

Creating Demand Lately, I’ve been mulling over the introduction of new products and creating demand in the consumer vs. business to business marketplaces.  The differences, at the core, are stark.  In the consumer marketplace, demand is created based on psychology.  A sense of need is developed.  Are you the last person to have the latest,…

The Economy is Too Important to…

The Economy is Too Important to… The economy is too important to leave to economists or politicians. By and large, very few in these groups have ever developed a new product, brought one to market, or managed an organization that did. Innovation and new product development are driving engines of the economy. They both create…

Transactional Sales and Strategic Marketing

Transactional Sales and Strategic Marketing No company can survive without transactional sales. This is what brings in revenue month after month, year after year. A company can survive without strategic marketing. But it cannot grow beyond very finite limits. Strategic marketing looks beyond the next quarter, or the quarter after that. It looks to the…