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marketing

📈Profits: Not Long or Short! Try Both!📈

John Lewis sends out a conflicting message about its brand.  The Big Idea: To build a brand, it isn’t branding or sales. It is both.  John Lewis has a new “brand promise”: “For all of life’s moments” Promoting the promise, the company talks about finding where their marketing spend gets the best ROI.  These two ideas […]
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🛒🛍️ Waitrose: Positions Proudly

Waitrose: Proper positioning is about you, but also the competition.  The big idea: Positioning can be about you. Your position can also be about the competition. The best: a bit of both.  How do you pull this off?  Positioning in any market: Know the image you want to project.  Take a stand with your message.  Draw […]
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Blank Street Coffee: Decent Coffee! Fast & Cheap!

Coffee’s “Fifth Wave” is about automation.  The Big Idea: Blank Street Coffee’s business model focuses on decent coffee served cheap & fast.  What to Know: Blank Street Coffee is growing quickly. They’ve achieved their growth through: Money Research Branding Hasn’t everyone done this? Not exactly.  Having money is one thing. Spending it wisely, another.  My attention: Research!  Blank Street […]
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🍻🍺 AB InBev: “Leaning Into” Ad Focused Behaviors!

Good morning!  AB InBev’s focus on “attentive reach”: advertising focused nonsense. The Big Idea: AB InBev’s marketing team lays out a new vision for their marketing filled with buzzwords: “Attentive reach” “People focused” “Leaning into” Isn’t this more of the same old?: Absolutely.  Why does it matter?: I’ve surveyed executives in businesses around the world. 80%+ of these […]
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🔦Brand Codes: More than a Logo!

Death to big logos isn’t the end of brands!  The skinny: Designers are skipping logos in their fall and winter collections.  Why it matters: If this trend holds, brands will need to invest more in brand codes.  Codes? Yes. Those 4-6 symbols that a person associates with your brand.  Think: Tiffany’s blue box The interlocked NY on a […]
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B2B Marketing:🔥?

Good morning!  I rethought this note for the back end of 2022. First, the story: Why should people care about B2B marketing? That’s where all the money is! 💵 💵 Why it matters: B2C marketing has always been the sexy part of marketing. But new data shows that B2B marketing is where it is at.  Healthcare marketers […]
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