In assessing marketing talent, there is one thing that sets hyper-successful marketers apart from everyone else — they can put themselves… — In assessing marketing talent, there is one thing that sets hyper-successful marketers apart from everyone else — they can put themselves in their consumers’ shoes and they do so all of the time. Designing a website? Who will use it? What are their needs? What will they be looking for…

Marketing departments are seldom given enough money to accomplish what they feel they should accomplish on behalf of their brands. And… — Marketing departments are seldom given enough money to accomplish what they feel they should accomplish on behalf of their brands. And marketing budgets are some of the first to be cut when organizational belt-tightening is required. So what is a marketing professional to do?

I have crafted successful marketing plans, strategies and campaigns for more than 250 brands over the past thirty-eight years. Over those… — I have crafted successful marketing plans, strategies and campaigns for more than 250 brands over the past thirty-eight years. Over those years, I have witnessed enormous changes in how marketing is executed. However, most marketing fundamentals have not changed in decades. Here is my summary of those fundamentals:

It is fascinating to me how politicians and political parties use labels to position or reposition bills, ideas, agendas, actions or groups… — It is fascinating to me how politicians and political parties use labels to position or reposition bills, ideas, agendas, actions or groups of people. For example, children who arrived in the US illegally at a very young age are called either dreamers or illegal aliens depending on which political party…

I have been preaching about the five drivers of customer brand insistence since we first developed and tested this brand equity… —

Some businesses have been the beneficiaries of the COVID-19 pandemic. They were either in the right place at the right time or they seized… — Some businesses have been the beneficiaries of the COVID-19 pandemic. They were either in the right place at the right time or they seized an opportunity created by the pandemic. Disinfectant product sales were up 230% in March and April of 2020. Clorox has enjoyed great success in 2020. Zoom…

I have been following the Trump brand since I encountered Donald Trump at Studio 54 in the early 1980s. Back then, he had a reputation in… — I have been following the Trump brand since I encountered Donald Trump at Studio 54 in the early 1980s. Back then, he had a reputation in New York social circles. He was viewed as an outsider to polite society. He was seen as a nouveau riche playboy and real estate…

I am an avid reader. I read about fifty new non-fiction books each year. My home library contains more than eight thousand volumes, most… — I am an avid reader. I read about fifty new non-fiction books each year. My home library contains more than eight thousand volumes, most of which I have read. Having read my share of brand management and marketing books, I can attest to the fact that most of them rehash…

You have read about the 4 Ps of marketing and perhaps you have also read about the 5 Ps of marketing and even the 7 Ps of marketing… — You have read about the 4 Ps of marketing and perhaps you have also read about the 5 Ps of marketing and even the 7 Ps of marketing. Though I am a fan of alliteration, I will instead share a non-alliterative list of the key elements of marketing. …