Part of "Marketing 101" dictates that a big key to marketing is making sure that the value of your offering (your value proposition) has something that the other guys don't. You need to have some kind of competitive advantage. This can be as simple as just doing...
Seth Godin is a brilliant marketer. He often posts a blog entry of only one sentence or a few sentences. And people think it’s amazing. And when he does it, it is. If I were to do that, it’d just look like I was trying to imitate Mr. Godin. Or just lazy. Or both. Which […]
If there is an opportunity to get in front of an audience, you can bet marketers will find it. The picture to the left illustrates one such example. The good folks at Coca Cola determined that those concrete poles that serve as safety/security barriers to the entrance to such places as Wal-Mart were not being […]
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 […]
When I first wrote about CVS’s decision to end its sale of tobacco products, I praised how the decision honored their mission. I also had some concerns about how Wall Street would react to CVS’s decision, which essentially meant that it would be foregoing several million in revenue as it said goodbye to tobacco products. […]
As a person who’s from a small town myself, I hate to start this entry by saying something insulting like, “There’s a little town in Texas…” but I think if I referenced Booker, Texas as a “small town,” not only would they not take offense, they might even consider it a compliment. Here’s why I […]
Two marketing terms you hear thrown around a lot are “market segmentation” and “share of customer”. Market segmentation basically means taking this thing called “the market” and recognizing that there really is no “the market,” but instead multiple markets of prospects with similar characteristics, wants, needs, etc. So what you do is to take “the […]
The following passage is from Natasha Vargas-Cooper’s book, Mad Men Unbuttoned: A Romp Through 1960s America. Nineteenth-century markets and general stores were overstuffed with merchandise. Products poured out of barrels or were haphazardly piled on top of one another in crates. Consumer goods were shelved rather than displayed. In the mid-century, space became luxury because […]
Contact Dr Burt