In this article, you will find two new and updated strategic models that marketing leaders (CMO’s, VP’s and Directors) can use to think beyond mere tactics. When combined, they provide a way to map a complete strategic view of both the marketing process and the organizational mix of resources required to build a high-performing marketing organization. Since the 1960’s, marketers …
Content Marketing vs. Marketing Strategy: Is Content Marketing Enough?
I came across a great article this week by Samuel Scott: Everything the Tech World Says About Marketing is Wrong. It was originally posted a couple of months back but the points are important and directly relevant to readers here at Gurulocity™. So, I figured I’d share the highlights. The article does a great job of answering questions that any marketer could …
This Week in Marketing Strategy: Newell Brands Differentiation, Moleskine Cafe, and a New Sweetener From Cargill
Welcome to the August 2, 2016 edition of This Week in Marketing Strategy. Here I’ll highlight a few articles, blog posts or news pieces from around the web that are trending over the last one to two weeks. I’ll also include articles or posts from the web or in social feeds that I think you’ll find interesting. My goal is to provide you …
How to Write a Communication Strategy: Where Great Campaigns Begin (With Template)
Great communications and advertising begin with a great communication strategy. Here you’ll find a method and example template for identifying your winning communication strategy (downloadable pdf included). It’s an age-old question. Do great campaigns come from strategy or execution? The pragmatic marketer knows the answer is both. The more interesting question is often, “Where does the strategy come from?” Sometimes a …
This Week in Marketing Strategy: Coke Troubles, Chick-fil-A Agency Change, and Intelligent Traits
Welcome to the July 26, 2016 edition of This Week in Marketing Strategy. Here I’ll highlight a few articles, blog posts or news pieces from around the web that are trending over the last one to two weeks. I’ll also include articles or posts from the web or in social feeds that I think you’ll find interesting. My goal is to provide …
Break Free From Addictive Coupon Strategy and Stop Wasting Your Brand’s Money
Coupon usage is rampant in consumer goods, but they often don’t enhance a brand’s bottom line or truly benefit the consumer. Learn how to break free from an addictive coupon strategy and start rebuilding your bottom line. Coupons are a big deal. According to a recent Inmar study, 92% of shoppers used a coupon in the last three months, and …
5 Ways to Boost Your Concept Statement Testing Results
When writing a concept statement for concept testing, marketers sometimes overlook important differences versus brand positioning. By following the guidelines in this article, you’ll recognize the difference and craft concepts with a better chance of winning. At some point every brand marketer has to position a brand, product or service. They learn the tried and true rules and brand positioning format, and …
This Week in Marketing Strategy: New MasterCard Logo, Powerful Story Arcs, and Decoding Acronyms
Welcome to This Week in Marketing Strategy. Here I’ll highlight a few articles, blog posts or news pieces from around the web that are trending over the last one to two weeks. My goal is to provide you with the latest interesting and useful thinking that is worthy of your attention. First up: MasterCard Gets Its First New Logo in 20 …
50 Quick Marketing Tips to Provoke Your Thinking
In this post, Kevin Namaky shares short but provocative marketing tips to spark ideas for improving your strategy, initiatives and projects. Some people always have their antennae up. They’re always looking for small things that give them an idea for something bigger. Maybe it’s something they saw someone else do. Maybe it’s something another company puts out there, possibly in …
Brand Architecture Revealed: What Exactly is it?
Marketers use the term brand architecture a lot these days. But, depending on the speaker or context, it can mean a number of different things. In this post, you’ll find an explanation of the most common ways the term is used and the differences between them. Brand architecture as a business or marketing term has become really vague. It seems more …