Tag: marketing strategy

You reap what you sow (or the contemporary marketing ROI theory)

In the last years I have observed the way in which various companies and CEOs approach and relate to marketing and I have identified a series of behavior patterns specific, on the one side, to those performing in marketing and, on the other side, to…
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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 here a series of rules which…
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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 be…
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What’s the difference between a slogan and a value proposition? (or When creativity misleads business)

In general people like beauty. They like different form of art and things that have been generated through creativity. Creativity as such is something that most of the people consider a positive and aspiring treat. Not all people are creative, right? Being creative means somehow…
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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…
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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…
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