(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What unleveraged assets do you own? Unleveraged assets are the stories, abilities, relationships, products and services in your company that have not previously been positioned for maximum effect. And every business has some assets that [...] Read more »
Strategic Question #3: What Are Your Company’s Core Values?
(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What Are Your Company’s Core Values? Every successful brand is built upon a backbone of core values; those principles that you stand for, and oppose. And I’ll bet dollars to donuts that your business is [...] Read more »
How Under Armour’s Marketing to Women Strategy Annihilates the “Shrink It and Pink It” Myth
Prevailing wisdom, for more than a decade, has sold business owners a marketing to women magic elixir dubbed “Shrink It and Pink It.” Seems pretty enticing. Probably works like gangbusters, right? Baloney. Prevailing wisdom is wrong… Shrink It and Pink It is pure crappola. And anyone who believes that this strategy is the path to [...] Read more »
I Hate Miracle Whip… But I Love This Ad
In this post, I’ll deconstruct Miracle Whip’s “Take a Side” ad, explaining why its one of the best ads I’ve seen in awhile. First Mental Image: “On a scale from one to 10, I HATE Miracle Whip at like 22.” KABOOM! Just like that, you’re captivated by a high-impact, First Mental Image (FMI), which is [...] Read more »
$H*! Or Get Off The Pot!
My dad hates when you beat around the bush, and he’s easily frustrated by indecision. When a moment of fuzziness arises, he’ll tell you to, “$H*! or get off the pot!” Yes, it’s a bit crude, I know. But dad’s message snaps you out of your funk, and springs you into action. And I’m often [...] Read more »
My Interview on E3Woman With Kadena Tate
On Monday, I had the pleasure of being interviewed by Kadena Tate from E3Woman. Kadena and I spoke about the “trinity” of marketing strategy the importance of credibility in marketing. Look, I know you hate puffery. I do too. So I really mean it when I tell you that Kadena has a brilliant mind for [...] Read more »
Congratulations to the Winners of the “Unzipped” Book Contest!
At random, I drew two names from those readers who correctly answered the following trivia question: Which legendary Madison Avenue advertising executive was responsible for creating the Avis “We Try Harder” campaign? Answer: Bill Bernbach So, without further delay, the two winners are (drum roll please!): lhpcol (no name given) Abey John Thank you to [...] Read more »
Win a FREE Copy of Michele Miller’s New Book “Unzipped: A Portable Guide To the Anatomy of the Female Customer”
“Women are not only different from men, they are different from each other. Slap pink on your packaging and base your marketing strategy on demographics, and you’ll fall flat on your face. Create a strategy that acknowledges the differences in women’s energy and time horizons, and you’ll capture her heart every time.” – Michele Miller [...] Read more »
Tom is in high demand as a 
