Giving Feedback on a Poorly Written Marketing Concept
Regardless of whether you are a co-worker or a consultant, you will often be put in the position of evaluating someone else’s concept. This is when all your diplomacy skills will come in handy. As a marketer, you want to get the best possible ideas identified in order to push them forward into the next phase. As a researcher, you need to ensure that the best possible articulation of each...
Read More“Adjective Syndrome” in Marketing Concepts
Clearly the major goal of a positioning concept is to communicate the benefit your product or service offers in a very compelling way. However, a fine balance is needed when trying to bring that concept to life for the consumer. For some, a tendency occurs to get too flowery with many descriptive words and modifiers. I call this the “Adjective Syndrome”–too many adjectives...
Read MoreThe Concept Queen gets quoted!!
Traveled around the globe with my Amway clients and ended up featured and quoted on a summary postcard. I am sitting in front of the buddha (under the postal mark) on the right hand...
Read MoreUmbrella Positioning Concept
Unlike a product/service positioning, an umbrella positioning unites a collection of brands, products or services within a single message. Think of it as the “high altitude” approach to articulate differences and benefits across a series of sub-brands with one voice. Each sub-brand under the umbrella can engage its targeted market with a specific, relevant sub-conversation, which ladders...
Read MoreI Need a New Marketing Positioning. Now!
Your goal in positioning concept development is to identify a winning strategy for your product or service. In some cases, you have no choice in the matter due to what is going on with or around your brand or business. Let’s take a look at a few key instances. 1. Your declining brand needs a new strategy. This, of course, is the most obvious reason for new concept development. The key is...
Read More
