|
 One
of the few constants in this world of Value
Migration® and shifting profit zones is
shareholders' expectation of sustained growth.
Yet, surprisingly few firms have a clear and
well-internalized agenda for how to meet this
expectation.
Good
habits of highly effective marketers enable the
kind of transformational marketing that changes
brand trajectories, career paths, sometimes
entire companies and even industries. These
habits of highly effective marketers include:
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Making Marketing Dollars Work Harder.
Highly effective marketers know that like
any other investment activity, marketing
decisions can be carefully evaluated based
on return-on-investment criteria.
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Challenging Conventional Approaches to
Targeting.
Highly effective marketers recognize that no
one—NO ONE—can possibly know a priori the
best way to segment the market or which
target will be most profitable.
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Taking a Position—Make Your Brand Stand for
Something
Highly effective marketers know that without
a strong positioning, their brands will
falter.
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Selecting the Most Profitable Product, Not
the Most Appealing.
Highly effective marketers know that
managers cannot, flying by instinct and gut
feel, simply pick the most profitable
product or service from among all the
possible design combinations.
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Connecting Inputs to Outputs in Marketing
Plans and Compulsively Implement Them.
Highly effective marketers don't rely on
divine intervention and good luck to develop
and execute the marketing plan.
-
Building a Great Brand While Your
Competitors Commoditize
Highly effective marketers recognize that a
brand's equity is comprised of different
components, which can and should be studied
separately.
Louis Mamo & Company
Business Solutions Consulting Firm
290 SW 12th Avenue, Suite #4,
Pompano Beach, FL 33069-3214
Phone (954) 942-1120, Fax (954) 942-8981
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