In 1994, Philips launched “EarthLight,” an energy-efficient compact fluorescent light (CFL) bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales languished. Read the rest of this entry »
Customer case stories are a powerful way to communicate the value of a company, product, or service. Nobody speaks more loudly for you than your customers. But if that’s the case, why do so many customer success stories and case studies fall short?
Read the rest of this entry »
Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique brand-differentiating content—should rethink their approach. Read the rest of this entry »
Every day a simple signal is generated on Wall Street for CEOs of publicly held companies to let them know how they are doing. That signal is up, down, or unchanged. Unfortunately, many CEOs of privately held companies close the door at the end of the day without any feedback on their performance. They are chasing a market that doesn’t seem to be talking to them. They feel like they are in a black box. And they are. Read the rest of this entry »
Knee-deep in $150 textbooks and drinking way too much caffeine-concentrated Starbucks coffee at graduate school, I learned a basic (or what I thought was a basic) concept: the “consistent value proposition.” Read the rest of this entry »
Advertising and Promotion are tactics used to reach and influence the market. But they typically have different objectives and roles in the marketing mix. Understanding these different objectives helps us to employ the tactics in a more effective manner. Read the rest of this entry »
Soon it will be Mother’s Day, a day filled with fresh flowers, delicious dark chocolates, fancy fragrances, and gem-filled jewelry.
Read the rest of this entry »
Recent Comments