How To Write A Strategic Marketing Plan
In a previous article I've discussed the go to market strategy and its importance for the business. It's now time to focus on the document that provides [...]
Book Review: “The New Strategic Brand Management” by Jean-Noel Kapferer
The first edition of this book was published in 1992 in France. The edition I had the opportunity to read and review is the 5th [...]
How Social Media Has Changed Brand Management
Dr. Emily R. Coleman, the President of Competitive Advantage Marketing asked me to write a guest post about the impact of social media on Brand [...]
How To Choose The Right Marketing Partners
Marketing is collaborative by definition. No matter how good the product or service, how strong the positioning, without effective collaboration any branding project will most [...]
Puppies, Kittens, and Kids: Marketing to the Emotions
This is a guest post by Emily R. Coleman, Ph.D.*. It is a truism in consumer marketing and advertising that putting puppies, kittens, or kids [...]
The Western World Needs A New Value Proposition Definition
In a recent real estate transaction in Toronto a bungalow was bought for $400,000 CAD over the asking price, for a total of $1,200,000 CAD. [...]
Brand Positioning on Emotional Benefits
Longines' "Elegance Is An Attitude" Campaign One of the strongest positioning any brand can achieve goes beyond product features or the great after-sale [...]
The Importance of Branding
The importance of branding has always been a highly debatable topic. It is much easier to convince management to allocate money for a new promotional [...]
The Difference Between Sales And Marketing: Can The Two Be Effectively Managed By A Single Person?
Have you ever read a advertisement for a Marketing position that, after reviewing the job responsibilities, turns out to be a pure Sales job? As [...]
Developing An Effective Marketing Strategy: Key Issues To Be Addressed
Every business owner should make developing the Marketing strategy for the company and its brands a top priority. A proper process takes into account the [...]