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Successful Marketing Focuses On Targeting, Not Segmentation title: Branding Strategy Insider
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From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. I hope they’re helpful.
...This month, Starbucks announced that its coffee delivery business is now a $1.0 billion business. Yes, that’s right, $1.0 billion. With a “B.” And, even more striking, in its most recent quarter, Starbucks also announced...
One of the things that makes marketing advice sound so specious, at times, is when the marketing advice dished up is considered newly insightful, but is, in reality, just a description of the eternal obvious, the “greens fees,” the “table stakes.” When The Wall Street Journal ran an article titled, “Restaurant Executives Tell Us How They Get Customers When Times Are Hard,” yo...
It is axiomatic that marketers should know their customers. In many firms, it is the role of marketing to speak for the customer – to represent the needs of and advocate for customers, and to build and maintain relationships with cus...
Brands constantly speak of innovation. They celebrate transformation, responsibility, customer-centricity, and long-term value. Yet every November, many return to one of the oldest commercial reflexes: the mass-discount ritual known as Black Friday.
This article is part of Branding Strategy Insider’s newsletter. href="https://brandingstrategyinsider.us5.list-man...
