Cultivating more consumers who buy more, more often, & tell their friends!
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
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
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
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
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
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
The Coca-Cola company seems to be at an existential crossroads. As with a number of iconic 19th century companies, its legacy business model is in growing conflict with contemporary consumer realities. Like Kodak, that was forced to close its consumer photography business because it couldn’t muster the strategic…Continue
Added by Michael B. Moore on March 5, 2014 at 10:30am — No Comments
Scott Cook, the founder of Intuit, famously said,
“a brand is no longer what we tell consumers it is, it is what consumers tell each other it is”.
That statement, I think, accurately captures the spirit of the…Continue
Added by Michael B. Moore on February 23, 2014 at 11:30am — No Comments
What I mean is that advertising is a subset of the much broader creative world of art. It is a commercial execution of art. It's art for a purpose; to sell stuff. The creativity behind advertising comes from the essence of art.
That said, art itself is - of course - not advertising. It is not…Continue
Added by Michael B. Moore on February 5, 2014 at 3:30pm — No Comments
The idea that brands should create emotional connections with their consumers has grown dramatically over the last 20 years. Most marketers now understand that emotions can be powerful drivers of consumer behavior. The stronger the emotional connection, the greater the consumer engagement. The greater the consumer engagement, the…Continue
Added by Michael B. Moore on January 31, 2014 at 11:00pm — No Comments
However small your brand may currently be, whether you realize it or not, it has something profoundly in common with global mega-brands like Apple, Google, and Coca-Cola. At one time they were startups and growing brands just like yours!
At this point, you may not have…Continue
Added by Michael B. Moore on January 28, 2014 at 9:00pm — No Comments
There’s a lot of content around that seems to be sparked by a thoughtful book and 2010 TedX talk by Simon Sinek. Essentially, the gist of his argument is that people don’t buy what you do,…Continue
As a marketer, you've got to give every dollar you spend the greatest chance of having the biggest impact on sales and profitability. The only way to do that is by coming up with a plan that presents your brand in its best light, and then hammers home that message consistently. This is being 'on strategy'.…Continue
Added by Michael B. Moore on December 26, 2013 at 10:30am — No Comments
It takes a lot to create a strong brand. Great branding is the residue of product excellence, compelling marketing, and consistent consumer engagement - among other things. Here are the The 6 Secrets of Strong…Continue
Added by Michael B. Moore on December 13, 2013 at 2:00pm — No Comments
Walmart recently announced a new CEO, Doug McMillon - a long time insider. Leadership changes are prime opportunities for corporate introspection and reassessment. Is the company heading toward its highest and best strategic…Continue
Added by Michael B. Moore on December 5, 2013 at 8:30am — No Comments
Positioning is the DNA of a brand. It defines its personality, look, feel, and message. Everything that touches consumers should flow from this strategic blueprint. Companies select which consumers to market to based upon business factors, and then the brand positioning is constructed to determine what to say and how to engage with them to maximize brand preference and purchase.…Continue
Added by Michael B. Moore on November 22, 2013 at 9:30pm — No Comments
Most large consumer companies understand the profound power of leveraging emotion to maximize the impact of their advertising. Celebrating the emotional potential of their product pulls consumers in and gives them an even more compelling reason - beyond just features and benefits - to want what you’re selling. To be sure, a product’s ultimate impact is not just what it does, but how it makes us feel.…Continue
Added by Michael B. Moore on November 4, 2013 at 12:30pm — No Comments
My mother always told me to be myself. That same advice holds true for brands! Pepsi has always positioned itself as the more contemporary cola; the younger, hipper, cooler alternative to…Continue
10 - You don't think marketing works so what’s the point?…
Added by Michael B. Moore on July 5, 2013 at 10:00am — No Comments