It had been pitched as a “get acquainted” call. The CEO really wanted to establish a relationship with me, the PR agency rep said. We would have a dialogue about…
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How do you know your price is too high?
I work with lots of companies to launch products. I am working with one now-and the launch hasn’t gone very well. Sales are scary low–they round to zero. This is…
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Branding as a full funnel journey
It’s a commonly held belief that actual transaction conversion takes place at the very end of the buyer’s journey. This approach uses old school pitches, usually incorporated into a multimedia…
Read MoreDoes advertising or engagement build stronger brand equity among Millennials?
The concept of brand equity (i.e. the perceived value a brand) firmly arrived in the 1980’s when consumer goods’ companies reacted to a surge of cutthroat discounting with a new…
Read MoreLessons from marketing leaders who took big risks
Taking place this week, the Marketing Hall of Fame will recognize lifelong achievement for superstar marketers – http://www.marketinghalloffame.org/. Last year, I was humbled when attending the first ever inauguration of…
Read MoreWhy marketers should question what their job really is
I’ve written in the past about a pet peeve of mine–auto insurance commercials that claim something like, “people who switched to us saved an average of $236.” It’s not any one…
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