Why we need now a reclaim of the marketing mix
Did you ever count the marketing Ps in your last strategy deck? We keep opening decks with seven of them, sometimes eight, occasionally a set…
Archive
Strategy
The opportunity cost trap: Why your best choice might be costing you the most
In 2020, Airbnb turned off paid marketing almost entirely. Travel demand had collapsed, the IPO was on hold, and Brian Chesky told his marketing team…
Marketing Myth: B2B Marketing Plays by Different Rules
Every few months, I find myself in a conversation with someone from the B2B world who explains, patiently, why the marketing principles I’m talking about…
What purpose has purpose and has the trend lost its mojo?
Brand Purpose seem to be one of those marketing trends (of course it is not only a marketing trend but as we speak in this…
Slogan self sabotage made in Austria
Austria is sadly speaking from an international Marketing/Advertising perspective seen, a no-wheres land with not much brands and campaigns that gain the adland communities attention.…
How Brand Building Drives Performance in the Digital Age
WARC is one of my favorite source (and it should be yours too) for marketing insights with excellent content and studies. Recently they published another…
Why wearout in advertising basically doesn’t exists
The concept of ad wearout – the idea that a campaign initially works and then loses its impact – is not new. But perhaps this…
The truth about short term performance and long term brand building
2 weeks ago I wrote a posting on Linkedin featuring an article in the popular German business & management magazine WirtschaftsWoche that quoted popular marketing…
The case of Nike and the power of distribution
There was a lot of buzz recently about Nike and its CEO John Donahoe, who got dismissed from his precious position after all. The economical…
Growth is not a strategy
“We want to grow at x% by y” is a typical top tier management saying at annual starter meetings or at mid-year motivational meetings, when…