Tag Archives: marketing

When Is Marketing In Charge of Your Brand?

How is your business or category structured?  Is management in charge of goals and strategy, operations in charge of products, sales in charge of distribution and marketing on the back end–responsible for selling the brand to consumers based on all the decisions made by other departments? I was talking with someone in an industry that […]

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Dig Deeper into your Target Audience’s Motivation

Whether you work in a B2B or a B2C company, it’s critical to understand who the target audience is and why they might purchase a product or service that your business offers. I’ve had numerous sessions with CEOs and clients who want to sell to “everyone!”  Not only doesn’t “everyone” buy any product (even toothpaste, […]

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Sage Marketing Quote

If you wait until there is another case study in your industry, you will be too late. –Seth Godin, Marketing guru and author

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Sage Marketing Quote

Customers don’t always know what they want.  The decline in coffee-drinking was due to the fact that most of the coffee people bought was stale and they weren’t enjoying it.  Once they tasted ours and experienced what we call “the third place”…a gathering place between home and work where they were treated with respect…they found […]

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Sage Marketing Quote

Don’t bring your need to the marketplace, bring your skill. If you don’t feel well, tell your doctor, but not the marketplace. If you need money, go to the bank, but not the marketplace. –Jim Rohn

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Sage Marketing Quote

Marketing takes a day to learn.  Unfortunately, it takes a lifetime to master. –Philip Kotler

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Now You’re Thinking Like a Dog!

My husband and I took our very smart (and adorable) dog on a big hike recently.  Being half adventure-dog and half love-bug, he can’t wait to get outside and show his bold side, demonstrating how agile, fast and smart he is.  This time on our hike, Rio was lagging behind and my husband made a comment on his behavior.  […]

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Cheaper, Better, Different

Last year I did an in-depth marketing analysis for a brand that was part of a portfolio of product lines.  As I got into the data dig, it was clear that the usual culprits: pricing, distribution and promotion were not at fault.  Instead, it was a combination of product and positioning that were causing this brand […]

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The Brand is in the Details

Details are important, but have you discovered how important they are to your brand identity? Previously I worked for a start-up whose founder thought that he knew the target audience and what their perception was of our brand.  Being in charge of marketing, it occurred to me that the founder and entire team needed a wake-up call to realize […]

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Walk Like an Egyptian

At the end of my undergraduate days, I had some time on my hands and decided to do one new, exciting thing every day.  I invited my friends to join me when they had time, and we discovered all sorts of unusual things about our university.  One highlight was contacting the carillonneur who played tunes on […]

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