Corporate Social Responsibility Brand Strategy

Why Use Corporate Social Responsibility in Your Brand Strategy?






Corporate Social Responsibility Concern for the environment has heightened in recent years and more importantly corporate social responsibility has become a given for business leaders and marketers in the current business landscape. Organizations and marketers are forced to find unique opportunities to develop competitive advantages based on environmental activities embedded into a larger corporate social


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Marketing Segmentation and Mercedes-Benz

How to Use Marketing Segmentation: A Mercedes-Benz Success Story






Marketing Segmentation – The Key to Profitability without Losing Prestige Mercedes-Benz and other German luxury car brands are prime examples in the premium segment that provide a method to gain a younger less-affluent consumer using marketing segmentation. All three German brands (Audi, BMW, and Mercedes-Benz) provide a profitable method of gaining a younger audience without losing brand


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Positioning Strategy

How to Create a Millennials Positioning Strategy for a New Energy Drink Brand






If you are a new brand trying to position yourself in the market or you are an established brand trying to change your positioning strategy this post is for you. Let’s start by defining positioning, then how to select a position in the marketplace and give it context using a new energy drink brand as


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marketing strategy 6 factors

6 Forces You Need to Monitor for an Effective Marketing Strategy






The 6 Critical Forces to Monitor When Developing an Effective Marketing strategy Developing a marketing strategy can be a daunting task, especially when you think about the ever-changing business and marketing landscape leaving you feeling powerless. That’s why using a common-sense framework, such as the strategic management model helps organize what seems chaotic. The strategic management model


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Segment Target Market Porsche

How to Segment Your Target Market: A Porsche Success Story






  How to Segment Your Target Market Successfully: A Porsche Case Study Those of us in marketing are faced with the challenge of trying to improve our marketing strategy with tactics that resonate with our target market. Porsche provides a very successful example of how they segment their target market effectively and achieve bottom-line results. Porsche has taken on


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Brand Strategy Integrated Marketing Communications

How IBM Wins with Brand Strategy and Integrated Marketing Communications






As most of you know who read this blog, I am an Integrated Marketing Communications (IMC) advocate. I find that IMC is a key differentiator for organizations and those that do it well, have a higher probability of success versus those that are not. IMC in the modern business environment provides a competitive advantage from a marketing


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Consumer Behavior and Web Design

How to Use Consumer Behavior to Improve Your Web Design and Get Results






Consumer Behavior and Web Design Designing a website is a complex task with many variables and probably more questions than answers in the beginning. If you are a business just starting out designing a website or redesigning an existing website, it is important to use a strategic approach. A website is typically the first experience


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Why Use an Integrated Marketing Communications Approach?






Why Use an Integrated Marketing Communications Approach? It is a brave new world with new technologies, social media, and apps entering the market at a lightning fast pace that can give you a headache. Traditional media methods to reach consumers have changed with media sources, such as the Internet and social media adding complexity to the


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How to Build a Brand That Delivers Results






The focus of this post is on how to build a brand, a critical element in the success of your business. Regardless if you are a startup organization, or you are trying to re-energize an existing brand; a strong brand is essential. Think about why someone selects Coca-Cola over the private label or another brand,


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Authentic Marketing

Authentic Marketing: Can Consumers See Through Your Marketing?






  Authentic marketing is one of the essential components found in many of the most successful organizations. I’d like to start by defining authentic marketing. The following quote from Philip Kotler, one of the greatest legends in marketing, defines authentic marketing.   “Authentic marketing is not the art of selling what you make but knowing what to


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