Brand Strategy

Undervaluing Trust in Marketing Cost Companies $104 Billion

Marketing Principle for Strategy STRATEGY: The core goal of marketing is to build trust between a business and its intended audience. Build trust explicitly and implicitly through every connection point with customers and prospective customers. MORE PRINCIPLES Marketing is a $1.2 Trillion+ industry globally. Companies spend on average 11% of total revenue on marketing and CMOs expect marketing spending […]

Building Loyalty with the Disaffected

Marketing Principles for Loyalty LOYALTY: Most customers are light buyers who are not advocates or detractors. They are disaffected. LOYALTY: To increase loyalty, use social proof and memberships. MORE PRINCIPLES Recently, I heard Aaron Sullivan give a talk on his book The Disaffected: Britain’s Occupation of Philadelphia During the American Revolution. As a semi-avid fan […]

How much should be invested in building the brand?

Marketing Principle for Growth GROWTH: Long-term growth is optimized by a mix of Brand and Promotional communications. 62% brand is a general benchmark, which should then be refined for each brand. MORE PRINCIPLES In the last 10 years, marketers have shifted budgets from brand building activities to direct response promotions. Perceived short customer journeys of […]

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