The Fifth “P” of Marketing
Product, Place, Price, Promotion and PROBABILITY We mean well. Marketing starts with science. We look at the consumer profile, their demographics and psychographics. Today we can geo-target our GRPs down to a 5 mile radius. Then comes the art. We use our instincts to design ads to inspire consumers. We write copy that entices the […]
Of Profits and Purpose
When Conrad Hilton established a company purpose of, “World peace through international trade and travel,” it may have seemed like an absurd religious quest to some. But, eventually, the London Hilton was the first structure to rise higher than St. Paul’s Cathedral. Several years ago the debate raged between the so-called “feelers” and “thinkers” over […]
Top 10 Marketing Trends of 2015: Part 2
Last week I posted part 1 of this series. Here I will finish up with the last 5 marketing trends that will be big in 2015: 6. Digital TV: AppleTV, Amazon Prime, Hulu, Netflix. These aren’t new channels anymore. But now brands creating their own channels and pushing out engaging, value-generating content via these mediums. […]
Top 10 Marketing Trends of 2015: Part 1
For me, it always happens after the Thanksgiving turkey settles… The year-end panic sets in. Yes, 2015 is upon us, and it’s time to get the 2015 marketing plan up-to-date. Chances are that your plan was made last year, so your advertising might as well have been planned a decade ago. Even if your media […]
Success Is Only a Good Start
Google, Apple, and Virgin America. All of these companies have achieved undeniable “success.” Their competitors may also be able to claim some form of success (Microsoft is certainly successful) but, why haven’t these competitor’s been blessed by the public eye with the same degree of prestige? In their book, “Zero to One,” Thiel and Masters […]
The Future of Healthcare: Preventive Care
Mobile devices have changed our lives. Next, they will save our lives. Too good to be true? Tell that to the thousands of Cigna employees who escaped diabetes because a new technology made by BodyMedia showed them how to change their lifestyles before it was too late. Yes, it is a step up from yester-year’s […]
Re-bundling Healthcare: How Technology is Changing a $3 Trillion Industry
For the first time in American history, health care providers are governmentally incentivized to keep their local populations healthy. Traditionally, more people in need of a hospital meant more revenue for hospitals. This has all changed because of the government’s new reimbursement legislation regarding “Population Health Management.” According to the Institute for Health Technology Transformation, […]
Chipotle gives McDonald’s “sellers remorse”
If you think you’ve got problems, maybe you should be running a fast-food company these days. The challenges faced by CEOs, brand owners and franchisees in the quick-serve-restaurant (QSR) business begin with disinterested customers, stretch to protesting workers, include problems with products and positioning, and extend to increasingly formidable competition. But there’s no bigger problem […]
Better Brands Bring Better Returns
Here’s something about building brands that better the human condition which is often overlooked: They can better your pocketbook, too. Certainly that’s true in the higher sales and margins enjoyed by most brands that aim to create sublime values, compared with the financial metrics of their commoditized counterparts. But a few recent developments also illustrate […]
S. Truett Cathy, Pioneer for Better Brands
We have been fortunate to have a business relationship with the Cathy family, whose patriarch, S. Truett Cathy, founder of Chick-fil-A, died this week at the age of 93. Among the many things we learned was how one individual can go about establishing and growing a brand that truly creates a better world. DBA Worldwide […]