Marketing

Commentary
7:36 am
Wed March 20, 2013

Without Trust, Brands Lose Equity

Credit Riccardo Arata / fotolia.com

We spend our lives in a branded environment. We buy branded products and services. We work for companies that are trying to build their brands. Some of us work in a brand-building role.

At the very least, we spend our money with a keen awareness of brands.

Why? What is it about a brand that influences us so? What makes a brand worth billions? What makes one bar of soap worth twice as much as another?

The brand.

What is a brand, anyway? One word: trust. The definition of a brand is trust.

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Commentary
7:34 am
Wed February 27, 2013

First: Identify Your Personal Assets

Marketing Consultant John Malmo
Credit archer>malmo

True marketing is a process of maximizing a company’s assets. It begins with identifying the company’s assets, and that’s not always as obvious as you might think.

The genius chief marketing officer at Delta Airlines was the first to identify Delta’s customers as an asset two years ago. The result included new sales opportunities that have accounted for over $1.5 billion in new revenue.

You can go through a similar marketing process in your own behalf, and you begin the very same way.

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Commentary
8:05 am
Wed January 2, 2013

How To Be Young At Age 135

Quaker Oats

As adults, we realize how different our world is today from that of our parents. And theirs from their parents. And there’s nothing like generational differences to kill off brands that don’t stay relevant with each new generation.

A critical aspect of marketing is making sure that a brand stays relevant to each new generation.

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Commentary
8:15 am
Wed December 26, 2012

Taking Care Of Business

Credit Christos Georghiou / fotolia.com

An expression I don't hear much any more is, “don't sweat the small stuff,” but I absolutely see demonstrations of it everyday. It means don't worry about the details and concentrate on the “big picture.”

Yet, little matters more than the details, because it is the details that determine the quality of the execution, and most great strategies or plans fail, not because they were bad, but because they were executed poorly. Billions in a retail chain with check-out clerks who don't even look at the customer.

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Commentary
8:00 am
Wed December 19, 2012

The Value of a Customer

What value do you place on retaining customers?

Seth Godin says that few businesses really understand how much a customer is worth.

Amen, Seth.

Godin, author of The Tipping Point and a couple other 200-page best-sellers, figures that, for instance, an average AT&T or Verizon customer is worth at least a couple thousand dollars.

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