Marketing Strategy vs. Marketing Plan
Quantitative vs Qualitative Research: Which Should Marketers Use, When, and Why?
Marketing Research Quantitative vs Qualitative Research Quantitative research gives marketers numbers. Qualitative research gives those numbers meaning. The useful question is not which method is better, but which type of evidence will help you make the decision in front of you. Quantitative Measure it. Qualitative Understand it. Experiment Test causality. Mixed Methods Join the
Positioning Theory: Why Ries & Trout Still Explain the Battle for Your Customer’s Mind
Positioning Theory: Why Ries & Trout Still Explain the Battle for Your Customer’s Mind The marketing theory I keep coming back to - and why attention, psychology and memory matter more than ever There are marketing theories you learn because they are on the syllabus. And then there are marketing theories that start changing the
Theranos: How Elizabeth Holmes Marketed a $9 Billion Illusion
Theranos: How Elizabeth Holmes Marketed a $9 Billion Illusion The blood-testing startup that proved brilliant storytelling cannot rescue a product that does not work Theranos did not begin with a bad idea. It began with a magnificent one. Blood tests were unpleasant, inconvenient and often expensive. Elizabeth Holmes promised to replace needles and tubes of
The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists: Why almost everyone remembers it wrong
The Pepsi Challenge: The Marketing Campaign That Accidentally Created a Generation of Brand Loyalists Why almost everyone remembers it wrong If you ask most marketers what the Pepsi Challenge proved, they'll probably say: "Pepsi tastes better than Coca-Cola." That's not what it proved. In fact, the campaign may have helped Coca-Cola become even stronger. Imagine
How to Measure Brand Recognition (Without Fooling Yourself)
How to Measure Brand Recognition (Without Fooling Yourself) The metrics that reveal whether customers genuinely remember your brand Everyone thinks they know whether their brand is well known. The problem is that most businesses are measuring the wrong things. Followers, impressions, website traffic and likes can all make you feel successful, but they don't necessarily
Brand Activation: The Marketing Phrase That Makes Me Reach for the Mute Button
Brand Activation The Marketing Phrase That Makes Me Reach for the Mute Button There are certain marketing phrases that immediately make my eyes glaze over. "Let's take this offline." "We need to socialise the idea." "Can you action that?" And somewhere near the top of that list sits "brand activation". Now, before the brand
Why Every Marketer Should Read Academic Papers (Even If They’re Painfully Boring)
Why Every Marketer Should Read Academic Papers (Even If They're Painfully Boring) There comes a point in almost every marketer's career when they decide that academic research is no longer relevant. University is over. The dissertation is gathering dust in the loft. And nobody has ever walked into Monday's marketing meeting saying, "Has anyone checked
Fyre Festival: The Greatest Marketing Campaign That Had Absolutely Nothing to Sell
Fyre Festival The Greatest Marketing Campaign That Had Absolutely Nothing to Sell Imagine spending thousands of pounds on what was promised to be the most exclusive music festival ever created. Private jets. Luxury villas. Supermodels. World-famous artists. Crystal-clear Caribbean waters. Instead, you arrive to find disaster relief tents, cheese sandwiches in polystyrene boxes and