One very useful tool we have to help understand how consumers make decisions is the 5 stage consumer decision-making model. The model proclaims there are 5 specific steps consumers go through in every decision they make. The steps, in order, are: Problem/Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase Evaluation The developers of the theory go on […]
Yeah, I know this is mostly a “business” BLOG. But you also recall that I passionately believe that business has the opportunity to BE an inspiration to the world it serves. Plus, ’cause we all know it ain’t easy, sometimes just a little surprise inspiration can be a very beneficial thing. So with that in […]
First, let me point out that I have LOVED Mad Men since discovering this television masterpiece back in 2007. Set in the 60s, it was a great tribute to that era and also a very aptly done salute to advertising’s contributions to popular culture while also pointing out how tough the whole creative process has […]
Just a little refresher course on how to know if marketing we’re observing is “good marketing” or not. I thought I’d do this by quoting some of my favorite marketing authors… “The goal of advertising is to sell more stuff to more people more often for more money” – Sergio Zyman “If it doesn’t sell, […]
It’s very possible that even though you have a value proposition that would do your potential customers all kinds of good, they may not care one bit about it! So what can you do? You change the focus in such a way that it gives them something to care about! It may be that your offer doesn’t […]
What, exactly, is a brand? Simply put, it’s anything and everything your customer can associate with you. Your brand is the window, any window, through which your organization can be viewed. It’s any word the customer uses to describe you, and it’s any touch point your customer has with your organization. It’s also any […]
Many of the frustrations in marketing come from focusing on the wrong things. We ask the wrong questions, which in turn makes the problem we’re trying to solve seem that much more difficult. In fact, we often end up trying to solve the wrong problem in the first place! Consider a typical Restaurant owner. She […]
Pablo Picasso was once approached by a fan and asked to draw something for them as a souvenir. He created something in only a few minutes and presented it to the excited fan. Then he added, “That will be $10,000 franks.” The rather shocked fan pointed out that it took Picasso only a few minutes […]
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