Perspectives & Performance in Growth
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 […]
marketing Principles for Innovation INNOATION: Innovative technologies are positioned to succeed when they receive investment of time and funding from organizations, creators and consumers. INNOATION: Early adopter brands gain an advantage in new tech through first-hand experimentation. MORE PRINCIPLES “Hello?” Did you hear that? It’s yourself, communicating with.. Yourself. Your brain didn’t type it, you […]
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 […]
People and Brands can accomplish more when they work together. What should they do when partnering?
Marketing Principles for Brand BRAND: A brand is a myth that exists in the inter-subjective reality of people who know about it. BRAND: To build a powerful brand, you have to live the brand yourself, be distinct and unique, connect with a higher purpose and create a shared understanding of it. MORE PRINCIPLES What is […]
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 […]
Marketing Principle for Growth GROWTH: To maximize performance, identify where value is created and acquire those resources. GROWTH: For media investment, technology has driven a change from buying scale and relationships to scale and application of data. MORE PRINCIPLES The Media Investment Industry The Media Investment Industry accounted for $542 billion in marketing budget globally […]
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