Building Better Brands
Powering Promotion Through Personal Selling
In today’s fragmented marketing communications environment, brand managers have a dizzying array of options when it comes to how they can promote their products. Readers of this column may recall that we are simply obsessed with the “Marketing Mix” (aka the Four P’s of Marketing). These are Product (what we sell), Price (what we require ...
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 ...
5 Fundamentals of Digital Marketing
Digital Marketing has been evolving for more than 25 years, but far too many brand managers are still lacking a strong and cohesive digital marketing plan that effectively connects their brands to potential consumers in a meaningful and trackable way. This is especially true for managers of many small and mid-sized brands who use various ...
The X Factor: Focusing on Generation X
The foundation of successful branding lies in understanding what makes consumers do what they do. Many brands struggle with a good problem. They offer myriad products and services that can be consumed by almost anyone at any age. These are truly “mass market” offerings. Consider natural foods; anyone over 6 months of age can use ...
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 ...
Rebranding for Social Impact
Harnessing the Power of Moral Self-awareness As Shakespeare put it in Twelfth Night, “some are born great, some achieve greatness, and some have greatness thrust upon them.” Indeed, many of today’s high-profile business leaders are having greatness thrust upon them, with the vast majority facing new challenges in addressing social and environmental impact awareness. Some ...
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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