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 …
5 Evaluation Criteria to Strengthen Your Positioning Statement
Five recommended evaluation criteria that will help ensure a strategically sound brand positioning statement and help you gain stakeholder alignment. Positioning is a strategic skillset that all great marketers and strategists need to excel at. But when you’re staring at the positioning statement looking for ways to make it stronger, it helps to have a cheat sheet or checklist of …
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An Effective Format for Writing a Brand Positioning Statement
A sound brand positioning statement is critical for any brand or business that wants to build meaningful equity and win in the marketplace. Here you’ll find a rundown of the core positioning elements as well as a recommended template for effective positioning (downloadable pdf included). Do you have a brand positioning statement? If so, when was the last time you …
Why I Started the Gurulocity Marketing Blog
In this inaugural post, I explain the various aspects of my life that have influenced and eventually contributed to starting the Gurulocity marketing blog. I hope that this gives each of you better insight to the underlying spirit and purpose behind this blog. In these posts and pages, I’ll share with readers and subscribers the learning and experiences that have …