Marketing Strategy

Is the medium more important than the message?
As marketing folks we talk the talk about being relevant to our consumers, but do we walk the talk?  In T&T we are still largely using traditional media to reach our targeted consumers; so press, radio, TV, billboards are the...
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It’s the experience, stupid.
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“In 1992, campaign strategist James Carville coined a slight variation of the phrase 'it’s the economy, stupid.'  At that time, Carville was attempting to emphasize the importance of the struggling economy in then-candidate Bill Clinton’s 1992 presidential campaign.  Although originally...
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15 brands in T&T. 15 points of difference.
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The single most important thing for any brand to have is a point of difference.  'Miss Kanhai' Roti on the Western Main Road,  St James, has customers for decades on account of the fact that she serves Dosti roti.  I have...
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A good Chinese laundry in Trinidad and Tobago.
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We all learned in Marketing 101 that the right marketing mix meant that you had the right product, at the right time, at the right price, in the right place.  Do all those things while targeting the right people with...
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The truth booth and nothing but the truth.
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Everything you do affects your brand.  It's like your bank account.  You make deposits and withdrawals.  Really great brands make far more deposits than they take out, so they end up having humongous brand value.  Google is the most valuable...
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Putting the art back into Carnival. Is T&T Carnival a bikini?
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Ok so we must start be defining art which good ol' Google tells me is "the expression or application of human creative skill and imagination, typically in a visual form such as painting or sculpture, producing works to be appreciated...
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The Moo-volution of a Creative Idea – Part 2
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So... How does one do an ad campaign about a cow without using a cow? I doubt Einstein had a more difficult problem to figure out. The following day, I called for a brainstorm session with my guys (and gals)...
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11 things to win T&T customers in 2015.
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Make sure you have the right leader.  I'm talking here not just the Marketing leadership but the Company leadership.  If the Company's leader is not both sharp (bright/intelligent/experienced) and passionate about their business and the people who serve the Company's...
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Customer Service is the New Marketing. (in T&T and across the globe)
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You are not selling chicken.  You’re selling an experience. In Trinidad and Tobago retail brands have a huge opportunity to differentiate themselves on service and get the benefits that come with it.  My 8 years of experience at KFC showed...
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Purple cow advertising.
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10 reasons I like this ad: It fits Moo's fresh positioning (made from fresh cow's milk never from powder)  It's fresh! It was driven by an inspired and inspiring client It continues Moo's leadership position It is brave (no logo...
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What is your brand story? Tell it.
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Sauce Doubles separated themselves from other Doubles Vendors with their sauce and their story.  Much like the conductor of a symphony orchestra, their server is elevated so they can see all the players (buyers) and all the players (buyers) can...
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Brand Architecture is not Brand Strategy.
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Massy is following a Masterbrand brand-architecture (with a few exceptions) where most of their companies are called by the name of the mother-ship.  According to the Distility Blog, Brand architecture " is a higher-level plan of your brand eco-system, so you can...
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