The Capabilities that make a Marketing Professional
A while ago, I was asked to create and run a strategic marketing workshop, which was to be followed by a coaching module for marketing teams of different SBUs in a company. The mandate...
Tagged: Marketing
The Price Conundrum – should pricing be a variable to drive your marketing strategy?
Arguably, no component of the marketing mix (generally believed to be the 4 P’s) generates as much discussion, analysis, and at times even angst, as Price. It is a function of perceived value for...
Being No. 1 in a Market or Category… What’s the (big) deal?
“We Must attain the No. 1 position!” ….. “It is time for our brand to become No. 1!” Why? What is it about being No. 1? Surely it is more than pride? After all,...
How important is it to DIFFERENTIATE?
We often hear about brands being “different” or brands being “well differentiated” from others. We assume this implies being “different” from competition in the consideration set. Approach to Differentiation What exactly is differentiation for...
Marketing – Strategic Thinking OR Tactical Execution?
Creating marketing plans can be an arduous task. On one hand, a part of the leadership team wants a strong strategic frame work, on the other, there are those who want more focus on...