How to Deliver on Your Brand Positioning
In 1997 ING Direct disrupted the Canadian retail banking with a very narrow positioning: "the bank of choice for those who want to save money". [...]
Brand Promise and Strategic Trade-Offs
In 2008, when asked if Apple plans to offer an entry-level notebook, Steve Jobs replied: "There are some customers which we chose not to serve. [...]
How to Perform An Industry Analysis Using Porter’s Five Forces
Important business decisions such as entering a new category or market segment require in-depth strategic analysis. Some of the more important questions that need an [...]
How To Generate Leads: 5 Proven Techniques
Creating growth through new customer acquisition has been consistently listed as Chief Marketing Officers' top priority. With the explosion of available data and continuous fragmentation [...]
Lead Generation Strategies: B2B versus B2C
I am starting a series of articles on one of the most requested topics by my readers: lead generation strategies. Providing your sales team with [...]
How to Be A Successful Marketer
Success in marketing, like anything in life, is fueled by results. And in order to get results, you need a personal plan.
Marketers are not Magicians
This last article of the year is about expectations. More precisely, top management's expectations of marketers, and vice-versa. Top management believe Marketing’s role is to [...]
Gamification for Marketers: a Beginner’s Guide
If you ever played video games I am sure you know the feeling. Totally disconnected from reality and fully immersed in a fantasy world, you [...]
Do Brand Extensions Really Work?
I was reading somewhere that 70% of new products are brand extensions. Using a well-known brand name to enter a new segment or category seems [...]
The Key Ingredients of True Brand Loyalty
Loyalty programs, reward points, gamification of business, social media engagement, word of mouth marketing. These are all tools meant to tackle one of [...]