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Mark Pilipczuk's blog by Mark Pilipczuk is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Tag Archives: branding
Your Target Audience Just Got Bigger
So you’re increasing your advertising investment this year, right? Right? In many companies the bean counters are pushing back on marketing investment decisions, seeing it as wasteful spend by characters who struggle with basic arithmetic. While that’s sadly far too … Continue reading
TIKI: You Could Have Been Firmer
Imagine your brand being co-opted by an odd mix of right-wing frat boys with funny haircuts, toothless old men with grey beards and beer guts, and sniveling shifty-eyed wanna-be soldiers. In other words, the Master Race, same as they ever … Continue reading
Posted in Communications, Diversity, Leadership
Tagged alt-right, branding, charlottesville, TIKI
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“Audiences” Mostly Aren’t
Unlike theatrical audiences, who pay money and make a conscious decision to invest their time in something, the online audience is very different. Mostly, it’s people (well, actually bots) that have kind of stumbled on your site/app/whatever and are desperately … Continue reading
Want to win in marketing? Think like a marketer, not the NSA. Surveillance doesn’t equal marketing strategy. Continue reading
Monday, 19 September 2016 1:01 pm
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Nitrocellulose lacquer: the smell of customer service?
If you want to experience outstanding customer service in action, I suggest you visit Wildwood Guitars in Louisville, CO. I took a detour yesterday to visit the famous guitar emporium on a trip to Aspen and was greeted by Senior … Continue reading
Posted in Branding, Customer Care, Guitar, Marketing, Travel
Tagged branding, Colorado, Customer Service, experience, guitar, travel, wildwood guitars
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When Nobody Cares About Your Brand…
…marketing gets easier. Wait, how can that be? As Bob Hoffman reminded us today and as I’ve been saying for years, nobody cares about the vast majority of the products or categories in which they buy. When you dismiss the … Continue reading
Posted in Branding, Communications, Marketing, Philosophy, Sales
Tagged Bob Hoffman, brand, branding, social media
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Your Customers Are Not Consumers
Kudos to Unilever’s CMO Keith Weed for starting to banish the word “consumer” from the marketing vocabulary. Molds, fungi, and bacteria are consumers. People buy your products and services. In a talk at Cannes today, he discussed Unilever’s marketing transition from … Continue reading
Posted in Branding, Communications, Marketing
Tagged branding, corporate communications, customers, marketing strategy, people
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Lost on the Shelf? Build a Category of One.
When I start a consulting engagement, I ask my new clients “what’s a Company X?” This is shorthand for “what do you stand for, how do you do it, and why should anyone care?” When I hear “Uber for pet … Continue reading
The Best $2 Kimpton Could Spend
I’ve been in Boston and staying at the Hotel Marlowe in Cambridge. It’s a terrific hotel and the rates for Boston aren’t too bad. I’ve been impressed with the Marlowe and Kimpton hotels because of two simple things they did. … Continue reading
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