The Four Pillars of Successful Product LaunchesRick Sklarin
Today's leading companies don't rely on chance for market success. They take a scientific approach -- just as they do for product development -- to align company resources and activities ...
Three Ways (and a Free Flash Gadget) to Get Godzilla Ad IdeasSteve McNamara
Here are three new ways for you, and your creative team, to trigger some gigantic ideas.
Launching Your Product: Seven Marketing MustsGwyneth Dwyer
Launching Your Product: Seven Marketing 'Musts'Gwyneth Dwyer
Whether your launch is for an entirely new product or for a line extension, these seven marketing communication musts will put you on the path to success.
Product Marketing at Motorola: Q&A With Marketing Champion Wendy WhiteRoy Young
Wendy White recently came from Intel to serve as Motorola's director of global technology for marketing and communications. She heads up marketing for all R&D, software, and early-stage technology incubation, ...
Marketing Challenge: Three Ways to Save a ProductHank Stroll
This week: When you aren't ready to send a product out to pasture, how do you reinvigorate it? How can a company reposition its brand and increase sales?
The Power of a Great New Product: How LeBron James Rescued the NBA BrandAlan Sharavsky
How did the NBA overcome the 1999 retirement of Michael Jordan and a variety of black eyes that might have doomed a lesser brand? It launched and supported a new ...
Profile of a Marketing Champion: Unilever's Silvia LagnadoRoy Young
Silvia Lagnado, new group vice-president at London-based Unilever, embodies marketing championship—in particular, the ability to "span silos" by building bridges between marketing and her company's many other functions to generate ...
Marketing's Role in Creating Products That Sell ThemselvesSheila Mello
Since marketers first entered the boardroom as CMOs, companies have recognized the strategic value of marketing. Often, sadly, that recognition has not been translated into quantifiable business success.
But there is ...
The 10 Biggest Mistakes Marketers Make—No. 4: Failure to Dream With the R&D TeamRoy Young
Look to dream with the R&D team if you want marketing to be valued as a leader of future cash flow.
Six Steps to Jumpstart Your Product and Marketing StrategyNiti Agrawal
Are you ready to transition a product into new markets or define next generations of a solution? Knowing in which direction to take your product and marketing strategy can be ...
High Tech Marketing/Business Model Boot Camp: Stepping up to the Microphone (Part 6 of 6)Nilofer Merchant
Can you imagine what it would be like to charge 20-200% more than your competitor and own market category dominance?
This final part of the Boot Camp series focuses on ...
The Demographics of Loyalty ProgramsTim Crank
Rewards program members are more likely to have spent a greater amount of money in the past six months across 11 retail categories examined in a recent study, including home ...
Don't Worry About Your Competition (Let Them Worry About You)Mike Schultz
Here are four common mistakes that service firm leaders make, and five tips on how to save time, money, and heartache when thinking about the dreaded competition.
Lessons in Experience Marketing: The 'Sideways' Wine Club
Imagine a California wine club modeled after the movie "Sideways"?
Sure, it sounds cool. But there are many inherent challenges -- the decay curve on the "Sideways" recall, for example, ...
The Surprising Secret of Successful DifferentiationDan Herman
A successful differentiation has two defining characteristics: (1) It is not imitated by your competitors, even though (2) it brings you unmistakable success with consumers.
Impossible, you say? Not quite.
Marketing Challenge: How to Sell ServicesHank Stroll
How would you sell computer repair services? Fast, friendly, and reliable? That kind of language speaks to the company's opinion of itself, not necessarily what it can do for its ...
The Rules of "Green" MarketingJacquelyn A. Ottman
If you think your customer isn't concerned about environmental issues, or won't pay a premium for products that are more eco-responsible, think again.
You may just find an opportunity to enhance ...
The Most Overused Word in Technical MarketingWendy Gibson
As tech marketing experts, we have a responsibility to communicate what our product is and what it does—early, and often. If within our array of marketing material we can successfully ...
Product Differentiation in a B2B MarketJeff Thull
Companies everywhere are struggling to differentiate their offerings. They dream of establishing an unassailable market position for their solutions, a position that will enable them to capture a lion's share ...