All Blog Posts Tagged 'strategy' (31)

In Branding, When Less Is More

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…


Added by Michael B. Moore on May 17, 2015 at 10:00am — No Comments

How To Hack Your Brand

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…


Added by Michael B. Moore on April 2, 2015 at 5:30pm — No Comments

Cadillac and the Reinvention of American Luxury

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…


Added by Michael B. Moore on March 9, 2015 at 8:30pm — No Comments

Innovation in the Cola Wars

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…


Added by Michael B. Moore on January 6, 2015 at 3:30pm — No Comments

Culture Eats WHAT For Breakfast?

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.…


Added by Michael B. Moore on December 27, 2014 at 11:00am — No Comments

Brand Management is NOT Dead!

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

The Samsung Solution

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…


Added by Michael B. Moore on November 13, 2014 at 8:00pm — 2 Comments

On Coca-Cola's Future: 5 Steps to 21st Century Growth

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…


Added by Michael B. Moore on March 5, 2014 at 10:30am — No Comments

A Brand IS What We Say It Is (Unless We Screw It Up)

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”.  …


Added by Michael B. Moore on February 23, 2014 at 11:30am — No Comments

Advertising is Art, But Art Is Not Advertising.

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…


Added by Michael B. Moore on February 5, 2014 at 3:30pm — No Comments

The True Power of Emotional Branding

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…


Added by Michael B. Moore on January 31, 2014 at 11:00pm — No Comments

How To Build A Great Brand With No Marketing Budget

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…


Added by Michael B. Moore on January 28, 2014 at 9:00pm — No Comments

For Brands, It's BOTH What & Why!

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…


Added by Michael B. Moore on January 2, 2014 at 9:00am — 2 Comments

3 Reasons Why Marketing Must Be 'On Strategy'

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…


Added by Michael B. Moore on December 26, 2013 at 10:30am — No Comments

The 6 Secrets of Strong Brands

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…


Added by Michael B. Moore on December 13, 2013 at 2:00pm — No Comments

The Future of Walmart: An Open Letter To New CEO Doug McMillon

Walmart recently announced a new CEO, Doug McMillon - a long time insider.  Leadership changes are prime opportunities for corporate introspection and reassessment.…


Added by Michael B. Moore on December 5, 2013 at 8:30am — No Comments

Brand Positioning 101: A Coke Case Study

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.…


Added by Michael B. Moore on November 22, 2013 at 9:30pm — No Comments

The Power of Emotion, Even in Tech Ads!

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.…


Added by Michael B. Moore on November 4, 2013 at 12:30pm — No Comments

Pepsi: Forget About Coke. Be Pepsi!

My mother always told me to be myself.  That same advice holds true for brands!  Pepsi has always positioned itself as…


Added by Michael B. Moore on September 9, 2013 at 2:30pm — 1 Comment

Top 10 Reasons to Ignore Brand Strategy

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

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