Monthly Archives: May 2012

Who’s cookie cutter are you using?

Cookie cutters have earned a bad name outside of the kids-and-moms crowd. They symbolize sameness and a lack of creativity. In brand management parlance, however, delivering a cookie cutter experience is a positive. It represents a promise made and a … Continue reading

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Motorcycle marketing: throttle through the curve

While marketing a motorcycle brand is one of my dream assignments — the relationship between motorcyclists and their motorcycle is a powerful brand-building opportunity — this post is not about motorcycle marketing. It’s about marketing ideas that come to me … Continue reading

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Marketing apostate or grower

I understand some organizations don’t get marketing. It’s difficult to understand the emotional connections that build brand loyalty when you’re focused on incremental improvements in quality, reducing input costs and monitoring daily sales revenues. The leaders that give lip service … Continue reading

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