Brand Autopsy

How does the Price of a Product Affect the Marketing Plan for the Product?

Considerations must include the competitive landscape.

in Revisiting the Basics | 4 min read

What Role can Marketers Play in Pricing Strategy?

There's a story behind every price.

in Revisiting the Basics | 4 min read

Is Sampling the Best Way to Drive Trial of a New Product?

Generosity can be a powerful sales method.

in Revisiting the Basics | 4 min read

How Valuable are Loyalty Programs?

It's about enrichment, not entrapment.

in Revisiting the Basics | 4 min read

At the Retail Level, What do Effective In-Store Campaigns Look Like?

Effectiveness is increased when a business targets two audiences.

in Revisiting the Basics | 4 min read

How Connected should PR efforts be to Marketing efforts?

Because Public Relations is Media Relations...

in Revisiting the Basics | 4 min read

What Role does Promotion Play in Effective Marketing?

Absolutely everything.

in Revisiting the Basics | 4 min read

Do Brands need to be Marketed Differently Depending on their Stage of Life?

Yes. Brands go through three distinct phases.

in Revisiting the Basics | 4 min read

Do all Marketing Activities need a Strong Call to Action?

The answer is different for new brands versus established brands.

in Revisiting the Basics | 4 min read

How do you get Employees to “Live the Brand”?

Think mantras (not manuals).

in Revisiting the Basics | 4 min read