Articles by Darrin Duber-Smith
Modern Marketing Mistakes
Much of the marketing communications that I see these days leaves a lot to be desired. Examples of gratuitous pandering and blatant virtue signaling abound. Obsequious social and environmental preaching are at the forefront instead of clear, consistent, cohesive messaging. It has probably never been more difficult to teach best practices in marketing to business ...
Revisiting The Green Imperative
What does it mean to be green? Sustainability should not be about marketing hype or embracing the latest contemporary zeitgiest. Sustainability must be a business model first and a branding strategy second. And, by now, it should be abundantly clear to any lucid decision-maker that sustainability is here to stay. What began as an article ...
Thank You for Advertising
Are marketers spending too much time on social media? Marketing is about creating products that meet consumer needs and generate revenue for the organization. Understanding what is involved in all of that is made easier by applying the Marketing Mix or four Ps of Marketing—Product, Price, Place and Promotion. Just about everything marketers do, including ...
Natural in the New Normal
Americans might not agree on much these days, but there is probably even a global consensus that our circumstances have become very strange, and it all happened very fast. In a nod to the American propensity for using trite expressions and platitudes to empathize with one another, we are in the infancy of a “new ...
The Joy of Strategic Marketing
Marketing strategy is not for the thin-skinned. Its primary purpose is to drive revenue by delivering value through developing need-driven consumer goods and services; and the organization as a whole is always counting on marketers to reach their revenue forecasts. But doing this isn’t as easy as it sounds since there is some amount of ...
New Product Development Part One: Strategy & Process
New product development is the key to ongoing brand success. The equity that marketers have built into a brand over time can be leveraged effectively when marketers introduce new products that fit within the brand’s product mix. But the overall success rate of new products is only around 10 percent give or take a few ...
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