Category Archives: Research

Marketing: The Concept vs. Marketing: The Department

I see much debate on LinkedIn groups about marketing (and have started a bit of this myself, I must admit). A lot of the issue boils down to the concept of marketing vs. the reality of the marketing department in most organizations. Let me explain. The concept of marketing is reflected in the 4Ps of […]

Another Brand Misconception

“Rob Ford scandal hurting Toronto’s global brand, research finds.” So said the headline from The Globe and Mail , Toronto’s daily newspaper on November 20, 2013 that popped up in my weekly Google alerts for “brands”. Great, I thought, it will be interesting to see how all the press and comedians’ jokes about Toronto Mayor Rob Ford’s […]

Marketing and Change

“The only people who like change are babies with wet diapers.”  The first time I heard that expression was from Sir Brian Wolfson, then chairman of Wembley Stadium in London, who was on the board of directors of a consulting company where I worked.  He either said it at a conference or meeting, or contributed […]

Learning More About Customers

An interesting article popped up in my brands/branding Google Alerts this week.  Published in Online Media Daily, the article is about how Condé Nast, the large media group, is mining its customer data to create 10 audience segments (or what it calls “catalysts”) to appeal to marketers trying to reach segments with like interests. The […]

Market Need vs. Customer Need

If you’ve been a business-to-business marketing manager for more than a few months, you have undoubtedly had an experience like this: Sales person walks into your office to tell you about the great meeting he/she just had with a potential customer.  The customer recommended that your company revamp its product or marketing approach because you’re […]

Marketer, Meet Your Market

Too many marketers don’t know enough about their market.  This is especially true in B2B marketing, where the marketing department often relies on the sales force to provide all the input about the market based on current customers’ needs and wants.  There are two problems with this approach: The marketer is not getting information about […]

The Value of a Value-D Score

I happened upon a fascinating study by Millward Brown on the top global brands based on their Value-D scores (Value D: Balancing Desire and Price for Brand Success).  The problem with many studies of leading brands is that the are one-dimensional:  They look at the most desirable brands in a category but they do not […]

Halloween: A Marketing Opportunity

I am fascinated by the growing popularity of Halloween as a holiday in the U.S..  When I was a kid, Halloween was focused on trick-or-treating and informal parties.  In the past 20 years, it seems like Halloween has become a major holiday, so I went looking for some research about October 31. The best sources […]

The Branding Decathlon

You haven’t tired of the Olympics yet, or you wouldn’t have opened this article.  Excellent!  Let’s talk decathlon. The decathlon, coming up this week, is one of the stranger events in the Olympics because the competitors are not the best in any of the 10 sports when compared to athletes who specialize in one of […]

The Most Disliked Companies in America

Here is a list you never want to see your company on.  The American Customer Satisfaction Index (ACSI) released its list of The 15 Most Disliked Companies in America in June.  If you are a marketing manager at one of these companies, it may be your worst nightmare.  Not only are your customers dissatisfied with […]

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