Contributed by Michael Fischler
- Building the New Marketing: Making Marketing Important to the Enterprise (Part 1)
Marketers have become masters of segmentation inside our own organizations. We've segmented ourselves into Lead Generators. Message Makers. Brand Stewards. ...
- The Four Colors of Market Planning
To create a complete marketing plan, one that drives near- and longer-term marketing action, I need only four "colors." Here's ...
- The Product Called PR
Examine your press initiative. Do you know your marketplace, and know how to reach each member of it? Are you ...
- Marketing as Guesswork
Of all the slams on marketing, one of the biggest is that it is, in a word, guesswork. That distinctly ...
- Marketing Is Listening
Marketing is all about the same thing: understanding the marketplaces and letting them know that you understand them. But are ...
- The Whole Whole Product
It’s time to alter the definition of "Whole Product," and by so doing alter our view of what that really ...
- A Final Word on Positioning
There are no “five easy steps” to any aspect of marketing. Marketing is a craft, not a science, and there's ...
- Hello, My Name Is Mike... and I Send Out Email
f you’re engaged in marketing you feel a need to apologize for, stop marketing.
- Good Positioning Is a Sacrifice
hen we establish a position in the marketplace, we define ourselves. Which means, by definition, that we also let people ...
- Let GM Teach Us How Not to Advertise
hael doesn't think it’s fair to criticize advertising campaigns—picking apart someone else’s hard work is for non-achievers. But today, he's ...
- Positioning In New Markets
he positioning a product is obvious if a market exists already. But what about avant-garde or cutting-edge products and services? ...
- The Process of Selecting a Position
When it comes to market positioning, there is a Golden Rule: A strong position is one that already exists. Identifying ...
- Why PowerPoint Quality Is Meaningless
he difference between a good presentation and a lousy one has nothing to do with slides.
- The Positioning of Pauline
In the last installment of this series, our marketer was teetering--like Pauline in the old serials--perilously on the positioning precipice ...
- What’s Your Excellence?
Translate an area of excellence into a benefit for your customer. Remove yourself from the picture as much as you ...
- Adopt Positioning Strategies -- Not Strategic Positions
What’s your position in the marketplace?” raises a much more important and more difficult question: “Which marketplace?”
- What’s Your Hogwash Factor?
What's your own company's "hogwash" factor? How much damage are you doing to your company credibility by making unsupportable claims? ...
- Re-Positioning Positioning
The act of positioning is a core element of a successful marketing strategy. This is a change — a healthy ...
- Cooling The Branding Iron
Are you a B2B company, putting (or considering putting) significant effort and significant resources into developing a coherent brand for ...
- Do You Have Marketing Myopia?
It’s been 42 years since Theodore Levitt first introduced the term Marketing Myopia, and our marketing eyesight has not improved ...
