Marketing Consulting Blog

Welcome back! Today, I have created a video that speaks directly to the real estate industry as I am in the middle of a large prospecting campaign which targets real estate professionals.  Even if you are not in the real estate profession, this video may help you carve out a nice little niche within your [...]

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By Derrick Daye on Sam Gale We don’t have extra time, but we’ll always make some for branding trivia… •Coca-Cola was originally green.•Iceland consumes more Coca-Cola per capita than any other nation.•A can of Diet Coke will float in water while a can of regular Coke sinks.•7% of Americans eat McDonalds each day.•Colgate faced a [...]

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By Derrick Daye on Sprint What has changed in business over recent decades is the amazing proliferation of product choices in just about every category. It’s been estimated that there are 1,000,000 SKU’s (Standard Stocking Units) out there in America. An average supermarket has 40,000 SKU’s. Now for the stunner: An average family gets 80% [...]

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By Derrick Daye on The Conference Board Increasingly, organizations are finding it critical to gain their employee’s understanding and enthusiastic support of their brand’s essence, promise and personality. They know that they must achieve integrity between what the brand says about itself and how it actually behaves. The bottom line: they understand that consistently delivering [...]

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By Derrick Daye on Walmart 1) Brands that influence culture sell more; culture is the new catalyst for growth.Look at Google. They are changing the way we behave online. Nike is a brand that has become a part of all culture. If you get into that split screen, you become part of the lexicon of [...]

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By Derrick Daye on Common Brand Problems As we make our way to 40 an old problem claims number 28 on our list… Overcoming Common Brand Problem Number 28: Defining your target consumer too broadly (for instance, women ages 18-65) Analysis: A brand promises relevant differentiated benefits to a target consumer. By definition, a brand [...]

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By Derrick Daye on Relevant Differentiation The sixth most important thing to know about building winning brands is that relevant differentiation is the defining aspect of a brand. It is the most important thing a brand can deliver. Numerous studies have shown that relevant differentiation today is a leading-edge indicator of profitability and market share [...]

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