10 principles for marketing performance

Marketing has become an even more complex field, with new challenges and channels. Thus, it is no surprise that marketing performance has become a controversial subject generating heated debates inside companies and sometimes, even inside departments. I have gathered...

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7 issues that marketing is facing

Lately, I’ve had many discussions with marketing people in various companies, but also with entrepreneurs or top managers of larger companies. Though different in size or field, no matter the topics discussed, I have come to observe a series of problems which seem to...

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The 6 blocks of the marketing dashboard for any CEO

I've heard many times people that run good businesses complaining that they don't know their real time marketing performance. Or that they don't know if their marketing team performs at all and how it should be evaluated. Or, last but not least, that they are not sure...

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People need to choose, not to belong

Nowadays, we talk a lot about relations and their quality, about people’s need to belong to communities with whom they share the same set of values, as well as about employees who need to resonate with the company culture. Yet, one of the first phrases Ann Swain,...

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The most free objective: positioning

During an intense marketing debate several years ago we were trying to define in a group of specialists the positioning of the brand we were working on. Somebody made a joke saying that we were positioned somewhere at the 2nd floor of the building we were located in....

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Hand made: trend or anti trend?

We, marketers, love to study trends, to be informed and understand what is happening. Everybody knows by now that the return to nature, to authenticity, to non-industrialization is a global trend. We have turned global, now we get local. We love small family...

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1+1 FOR FREE

I see a notification on Facebook telling me that Outlet Bed Linen has changed its name in Bed Linen 1+1 FOR FREE. I happen to study closely discounts, promotions and their effects on brands and behaviors for many years now, I am almost obsessed with them, so I must...

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Tell me a story I am interested in

Everybody is talking about which channels to use in communication, either “traditional” or digital, and what’s the best recipe for mixing them, and how to optimize that for the best. The digital channels are now accessible enough, the information flows bounderlessly...

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About transparency

I was discussing some time ago with a client during a rebranding process about what would mean if transparency became a brand value. The respective company was selling services to other companies and the selling process was carried out mainly through the company...

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The rise and fall of brands – the colour filled version

All my friends know I am biting my nails since childhood, but I am also keen on having a well-groomed manicure. This means repeated nail filing, polishing and colour changing to have nice looking nails. This is also how I gathered a collection of 20 - 30 small bottles...

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7 signs that you have a solid marketing strategy

In a time of speed and agility becoming standard and the 5 years plans becoming obsolete, in a time when macro trends and the attitudes towards world and consumption are changing with the same speed as the fashion trends change, the word “strategy” (for 3 years?...)...

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“Ask somebody to make us a website”

Now as the whole planet has entered the digital era, I hear more often people around me that start to get aware of the need to have a good web page, to represent their business. The idea is good, and it’s great that these things finally happen, as I remember that 7-10...

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Satisfaction or dissatisfaction?

On the stairs of the brand pyramids nicely drawn in the powerpoint presentations, full teams of marketers put systematically the elements that make a brand, that represents its products or services, and the ones that represent the shopping experience. The pyramids are...

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How much is crossing the threshold service?

I don’t know about others, but I think we could do better. I am very interested for a while about the ecommerce market development in Romania and what that really means. It’s good that it grows, that new players appear, as competition helps and the customer normally...

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Finding the edge

I compare sometimes the process of identifying the edges and expressions of a brand with the one of crystalizing from a shapeless mass, when you want to get a crystal or even a shiny diamond out from the mud. Although based on few classic investigations, the process...

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When to do and not to do a survey on your own clients

Sure, it’s the most normal and “marketing” thing you can do: to ask your clients if they are happy with your products, if they buy from others, if they would like to buy from you again in the future, and so on. But you will get only scattered pieces of a bigger...

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What does marketing mean?

Few weeks ago a person with a great experience in human resources told me in a respectful enough way to make me think about, that my experience in marketing is somehow limited, being mostly focused on communication and less on products, meaning that I have a weak...

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A different kind of intro

I have always admired the Americans for their native commercial spirit. As marketing was born there, first done, and only later written. To promote and sell something is their second nature. Focus on customer is by default, same as win-win approach. In Romania I still...

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Mihaela Muresan

From my point of view there is no marketing without branding, and branding is about substance, before being about form, or about the essence before appearance.

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