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Putting Research To Work
Summer School on the ClarityBlog: 4th Class Geez these posts are long! Last class, we talked about how to get smart about your prospective customers and competitors when you’re resource constrained....
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Segmenting and Targeting: What are you selling to whom?
Summer School on the ClarityBlog: 5th Class I may have given you the impression on Tuesday that you get to magically jump from having done a bunch of research to inform your intuition straight to...
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Positioning: Why will they buy?
Summer School on the ClarityBlog: 6th Class “Positioning is not what you do to a product. Positioning is what you do to the minds of the prospects. That is, you position the product in the mind of the...
View ArticleLessons from Radical Marketing
Summer School on the ClarityBlog: 7th Class In my June 27th post, I mentioned Sam Hill and Glenn Rifkin’s book, Radical Marketing, which was published by Harper Perennial in 1999. It’s fun, well...
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How To Make Your Position Known
Summer School on the ClarityBlog: 9th Class Even though we have not yet dealt with the important Ps of Price and Place, I here introduce a quick overview of the Promotion P in an attempt to spur...
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Distribution Tips from Accelerate Marketing’s Elizabeth Andreini
Summer School on the ClarityBlog: 11th Class How will you get what you’re selling to your customer? That’s a subject Elizabeth Andreini, president of Accelerate Marketing, has tackled with the...
View ArticlePR: The Entrepreneur’s Secret Weapon
Summer School on The Clarity Blog: 14th Class I believe it was Jay Conrad Levinson of Guerrilla Marketing fame who referred to PR as a secret weapon and, having spent decades working for PR firms, I...
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Entrepreneurial Advertising? Yes, there is such a thing.
Summer School on The ClarityBlog: 15th Class Can entrepreneurs afford to advertising? Yes. I first wrote about Steven Clough’s guest lecture on digital advertising in 2011 after he visited the MBA...
View ArticlePlanes, Trains and Automobiles — And Brand Consistency
We’ve been looking at a lot of these recently. Driven by an acceptance that we really need a mountain-worthy car and it was time for the cute little sports car to go, in the last few days we took...
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Helping a market grow as a segment shrinks
I grabbed the New York Times with lunch today and found myself very curious while reading today’s Advertising story about Miracle-Gro’s new campaign focusing on gardeners rather than gardening results....
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