The Next Step Archive

November 2010

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.