Monthly Archives: April 2014

The Channel Is NOT Your Customer

Most CPG companies call the channel (retailers) their customers, and the end-customer is referred to as the consumer. Nice way to differentiate the two, but it’s created a generation of marketers that are customer-focused and consumer illiterate. In truth, most … Continue reading

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Make More Money By Selling What They Are Buying

Last week I posted about the difference between focusing on what you sell and what the customer is buying using the Stradivarius violin as an example. A new/old example came up again this week: Corona Beer. Bloomberg News, in an … Continue reading

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What You Sell Is Not What They Are Buying

Why would people pay more for something that is provably the same as another thing that is less expensive? Two pairs of jeans can come off the same production line, one gets a “private label” and the other a “designer … Continue reading

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Brand Extension Rejected

Yum Brands is testing a concept called Super Chix in Texas. The short version is that it’s a premium chicken sandwich, fast food store. It also borrows from In-N-Out by having a very limited menu, but it’s chicken not hamburgers. … Continue reading

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Back to the Future Redux

In October of 2009 I posted about the revival of so-called 1-1 or personalized marketing, and my suggestion that it was not really “new.” And I don’t mean just because Peppers and Rogers published The One on One Future back … Continue reading

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If You Can’t Fix It, Feature It

A while back, Roy Fields, a Corporate Vice President for Teledyne, said those words to me. Over the years, I have decided it was one of the great pieces of advice and “lines” I have ever received. Turns our Buick … Continue reading

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Do Tag Lines Really Matter?

Whenever a company replaces their CMO or otherwise needs a new “something,” they often change their tag line. Problem is, not much else changes, just the tag line. Makes the company feel better, but often it is just rearranging the … Continue reading

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