Cultivating more consumers who buy more, more often, & tell their friends!
You’re a top General Motors executive with responsibility over the Cadillac and GMC SUV businesses. You’re responsible for both, but your neck is really on the line for Cadillac. You’ve hired new executives. You’re making serious product investments to bring performance up to a world class standard. You’ve even allowed the Cadillac team to move…Continue
Added by Michael B. Moore on September 5, 2015 at 5:00pm — No Comments
There are a concrete set of 'best practices' that drive growth at the most valuable brands. It doesn’t matter what the product is - from technology to food to sporting goods to spices - if it is a consumer brand, then these are the rules that you’ve got to follow to grow most effectively and…Continue
Added by Michael B. Moore on July 1, 2015 at 2:00pm — No Comments
Sometimes a product is actually better than its brand. It’s physical product performance is greater than its reputation in the marketplace. In those instances, a brand can literally hold sales back.
One of the most…Continue
Added by Michael B. Moore on May 17, 2015 at 10:00am — No Comments
Frequently, a relatively simple adjustment to one’s perspective can have a dramatic impact on productivity. For example, in leadership, embracing a service orientation toward employees can mean all the difference in the world to inspiring top performance.
Added by Michael B. Moore on April 23, 2015 at 8:30am — No Comments
Scientists say that the human brain processes the element of surprise in a way that amplifies the underlying emotion of the experience 4X greater than normal. So, something that is typically experienced as “good”, becomes four times better if it comes as a surprise. The same works in the negative. If someone experiences a negative interaction that is a…Continue
Added by Michael B. Moore on April 2, 2015 at 5:30pm — No Comments
Image advertising can be one of the most powerful tools in all of marketing. Beyond simply telling what a product does, image ads encourage consumers to actually feel more about a brand. And it is in those feelings that meaningful brand equity, loyalty, and consumption growth can be best stimulated.…Continue
Added by Michael B. Moore on March 27, 2015 at 9:30pm — No Comments
An Open (and Friendly) Letter To Cadillac President Johan de Nysschen
Dear Mr. de Nysschen:
There seems to be lots going on at Cadillac. New president. New CMO. New headquarters. New…Continue
Added by Michael B. Moore on March 9, 2015 at 8:30pm — No Comments
Here's the new positioning and advertising from Reebok with the tagline - "Be More Human".
Reebok is attempting to rise from the ashes; to rebuild themselves in the sports footwear/apparel marketplace. This new campaign and positioning is an ambitious stab at contemporary relevance.
It doesn't work.
Added by Michael B. Moore on January 28, 2015 at 10:00pm — No Comments
If you’ve spent any time on this blog you know that my “thing” is helping companies leverage the rich power of human emotions to build stronger, more profitable brands. Doing so can create legions of emotionally connected consumers who buy more, more often, and tell their friends! And isn’t that the…Continue
Added by Michael B. Moore on January 14, 2015 at 8:00am — No Comments
The carbonated soft drink (CSD) business is reeling. Volume at both Coke and Pepsi has dropped for years and there’s no light at the end of the tunnel. Most point to two causal factors. One, “sodas” have become a prime PR target of the health movement against high calorie, unhealthy food and drinks. Second, soft drinks have lost significant…Continue
Added by Michael B. Moore on January 6, 2015 at 3:30pm — No Comments
The phrase ”culture eats strategy for breakfast” is one of those popular social media memes that, while sophisticated sounding, is actually - for the most part - wrong! It accurately acknowledges the enormous power of corporate culture in driving company performance, but it infers that culture is somehow disconnected from - or more important than - strategy.…Continue
Added by Michael B. Moore on December 27, 2014 at 11:00am — No Comments
People interact with all kinds of brands that do all sorts of things. The strongest brands - the ones we feel most connected and loyal to, and the ones we spend the most money on - are not necessarily the ones that do the most for us. They are the ones that make…Continue
Added by Michael B. Moore on December 16, 2014 at 5:30pm — No Comments
One of the most powerful laws of marketing is also one of the most counterintuitive. As such, many companies just get it plain wrong - with their brand and sales suffering as a result. Now, you don’t have to:
Added by Michael B. Moore on December 8, 2014 at 10:30am — No Comments
You probably have read the popular quote from a tech exec who said “your brand isn't what you say it is, its what your consumers say it is”. This infers that in today’s increasingly social world, that consumers are the ones who control the dialog and direction of brands.
Added by Michael B. Moore on December 1, 2014 at 3:00pm — No Comments
Many marketers incorrectly believe that consumer satisfaction is almost solely a function of product performance. The reality is while whatever you’re selling must offer value, the perception of consumer satisfaction is a bit more complicated.
Consumers are actually…Continue
Added by Michael B. Moore on November 19, 2014 at 11:00am — No Comments
As mentioned in my last blog, Samsung is reevaluating its smartphone business on the heels of disappointing Galaxy S5 sales and profits. The Wall St. Journal summarized their problem by writing that Samsung “lost ground to…Continue
Building a strong brand is one of the most difficult tasks in business. There are so many ‘moving parts’ that marketers must get right - from the strategy to the tactics and the creative. The good news, though, is that despite the myriad of details, there is critical guidance that can meaningfully direct all branding. In…Continue
Added by Michael B. Moore on July 12, 2014 at 11:30am — No Comments
Remember on American Idol when Simon Cowell used to chide singers for being “self indulgent”? I think he meant that they were more focused on hearing themselves sing than in performing for the audience. Beats By Dre, the hot headphone company, might be suffering from a similar egotistical…Continue
Added by Michael B. Moore on June 23, 2014 at 8:30am — No Comments
Over the past four days I have posted chapter summaries of my just finished book, 'Bridging The Gaps, The Love of Marketing'. It offers a hypothesis about how and why consumers create emotional attachments to the various brands in their lives. It sheds light on the 'physiology' of branding, offering keen insight into how to more effectively…Continue
Added by Michael B. Moore on April 3, 2014 at 10:30pm — No Comments
“Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Added by Michael B. Moore on March 20, 2014 at 12:30pm — No Comments