The Next Step

Re-Define Success

Posted: Dec 2, 2010 12:00am ET

In a tough business climate, it’s naïve to think everything will be as it was. Sales will be under pressure as will profitability. It’s time to redefine success. Staying the course and looking to hold business, build share and suffer less than your competitors is a valid strategy.


Price Is Not A Value Proposition

Posted: Nov 18, 2010 12:00am ET

Whatever you do, don’t slash your prices. Price isn’t a branding proposition. Or as we used to say in advertising, “Live by price, die by price.” The minute you start offering sales, everyone is going to expect you’re lower price to be your forever price—don’t go there.


Don’t Mortgage Brand Equity

Posted: Nov 16, 2010 12:00am ET

This is not a time to cheapen your brand in any way. Shortcuts to improve profitability will exact a price later. The recent trend to downsizing ice cream has hurt the image of brands that used to sell containers that were literally a pint, quart, or half gallon.


Career Changing Events

Posted: Nov 5, 2010 12:00am ET

At ANA’s most recent Masters of Marketing Conference purpose was a central theme. CMOs from Procter & Gamble, Coca-Cola, Cisco, Dell, and American Express all specifically pointed to purpose—a reason to be in business other than making money—a true driver of business growth.


How To Position Your Most Important Brand—YOU!

Posted: Oct 19, 2010 12:00am ET

Chances are you put a lot of time and energy into positioning your brand. You look for insights; communicate the key benefit to the right target audience; cultivate the “tone and manner.”


A Sure Route to Career Success: Become an Expert in Something

Posted: Oct 8, 2010 12:00am ET

The legendary advertising man David Ogilvy ( my boss) loved to tell the story of a young account executive at his agency who climbed to the top because he became a leading authority on the product manufactured by his client.


How Your Company Can Go From Good to Great

Posted: Sep 28, 2010 12:00am ET

Jim Collins said that great companies “don’t start with where, but who. They get the right people on the bus, the wrong people off the bus, BEFORE they decide where the bus is headed.”


Learning Cultures Provide Competitive Advantages

Posted: Sep 27, 2010 12:00am ET

Organizations with learning cultures empower employees to make decisions and encourage them to seek new ideas and innovative paths to better business solutions. Interestingly, studies have shown that 80 percent of what is learned is gained outside the organization, and from each other.


Employees First, Customers Second

Posted: Sep 22, 2010 12:00am ET

The truth is marketing starts from the inside out. Your team must understand and believe in your brand. Will they stand behind it, champion it? Do they know what the brand mission is? Are they are informed and involved in new initiatives and strategies that are taking place within your company?


The Nike Approach to Business Training

Posted: Sep 22, 2010 12:00am ET

Is the Nike approach to sports one we should adopt for our job – Just Do It! That is stop procrastinating, believe in yourself get on the field, court, track, etc and just start participating, playing, excelling?


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