Category Archives: Brand positioning

Hyperlocality & Micro marketing

The last post on what local marketers want from global marketing clearly resonated. There was some great feedback: Oscar Fernandez Gallardo said “A great brand must have a global vision of business, but act locally, because the appropriateness of this … Continue reading

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What Local Businesses Want from Global Marketing

This post was published first on Consumer Goods Club – http://www.consumergoodclub.com where I am a pro blogger. I have started a discussion called the Global Brand Project. My last post depicted the inherent conflict between global and local marketers. It … Continue reading

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Is Global Marketing the Final Frontier?

This post was first published as a part of the Global Brand Project, a discussion on global brands and marketing that I write as a pro blogger for the Consumer Goods Club (http://www.consumergoodclub.com) I want to tell you about a … Continue reading

Posted in Benefits, Brand character, Brand Leadership, Brand Loyalty, Brand positioning, Campaign strategies, Communications strategy, Global Marketing, Marketing communications, Marketing Excellence, Personal branding, Promotions, Targeting | Tagged , , , , , , , , , , , , , | Leave a comment

Unilever’s global social mission

This post was written for and first published by the Consumer Goods Club When your brands touch more than 2 billion people a day you start to think that maybe you should be doing more at a societal level than … Continue reading

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An Apple a Day Keeps the Doctor Away

This post was first published at http://www.thinkaboutcrm.com/articles/apple-day-keeps-competition-away I am listed as one of the Think About CRM Thinkers. If there is one company that continues to generate exceptional levels of consumer loyalty and long time retention, it’s Apple. This week, they … Continue reading

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CRM is dead: popularity and penetration are the keys to marketing success.

This post was first published at http://www.thinkaboutcrm.com where I am a Pro Blogger. http://www.thinkaboutcrm.com/gurus/richard-kohn OK so now I have your attention, perhaps a bit of an explanation. I’ve been looking at some thought leaders comments over the last weeks and … Continue reading

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Superbowl: Social Media’s Damp Squib

This was going to be the year that the SuperBowl advertisers presented flly integrated social media campaigns into their commercials, bringing a modernity and connectivity to the whole event that had never been seen before. Except it didn’t. Placing #tags … Continue reading

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Should you proactively reposition your brand?

Brands develop over time and one of the most over looked branding exercises required by any company is to pro-position. By this, I mean that leading brands remain leading brands because they do not rest on their positioning laurels and … Continue reading

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Superbowl 2011 ads – what’s your favorite? Would Shareholders agree to pay if you asked them?

The Superbowl is over, the packers beat the Steelers, but what really seems to matter these days is what was the best ad. Every year we hear more and more in advance about what the ads, we get sneak previews … Continue reading

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Foot in mouth disease…

Yesterday, we saw what has to be one of the most crass pieces of misjudged marketing since, Alec Chamberlain came back to the UK with ‘a piece of paper, signed by Mr. Hitler’. [OK., maybe its not that serious, but … Continue reading

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