Marketoon: I’d rather be earned media

Delen op twitter Delen op facebook Earned media is on the rise as marketers scrutinize the effectiveness of traditional paid media. Marketing plans have always juggled some form of paid media (buying an ad), owned media (building a web site or store), and earned media (coverage in press or word of mouth). But the lines have blurred between...

Marketoon: the art of product management

Delen op twitter Delen op facebook There’s always room for one more feature. Feature creep is the ongoing addition of new features, over-complicating the original idea. It often comes from committees making compromises. At Square, Jack Dorsey’s payment company, they call their product managers “Product Editors”. Deciding what not to...

Marketoon: one size fits none!

Delen op twitter Delen op facebook “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole,” an HBS professor named Theodore Levitt famously told his students. Too often, marketers get wrapped up in the features and functions of their products, rather than solving the actual problems of the consumer. That leads to...

Marketoon: what is our mission?

Delen op twitter Delen op facebook Every brand needs an anthem. Most settle for a humdrum mission statement or competitive benchmark instead. In my recent “Brand Laddering” cartoon, I parodied brands that stretch too far beyond believability, trying to make corn chips stand for world peace. I think there’s just as much to make fun of...

Marketoon: Brand laddering

Delen op twitter Delen op facebook “Brand Laddering” is one of the most common marketing tools. To drive growth and loyalty, marketers frequently work to elevate benefits of the brand from technical to functional to emotional. But there’s a risk of over-reaching, particularly when brands aim for abstract emotional benefits not really...

Marketoon van de Week: Our Facebook Page

Delen op twitter Delen op facebook The unrequited hype of the Facebook IPO last week echoes the unrequited hype many brands experience with social media in general. There’s a get rich quick mentality – a “Like Grab”. Many brands believe if you just build it, the audience will come. The problem is that this sets the false expectation...

Marketoon: moments of truth

Delen op twitter Delen op facebook This cartoon is part of a new series I developed with Motista to parody the state of traditional market research. Motista is giving away a signed print of this cartoon to everyone who shares a comment or suggests a cartoon idea at the Motista blog by July 17th. What really and truly motivates the consumer...

Marketing Clutter

Delen op twitter Delen op facebook There has never been a greater level of marketing clutter. Yankelovich Consumer Research charts that “we’ve gone from being exposed to about 500 marketing messages a day back in the 1970s to as many as 5,000 a day today.” At the same time, marketing communication is often little more than a string of...

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