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Is Your Company Underachieving Because You Set Goals Before Mapping Opportunities?
During your annual planning ritual - do you study and analyze the current situation in your market and then move on straight to setting your goals...
Author: Dan Herman - Category: Marketing
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Can Short-Term Brand "Candidate Obama" Transform Successfully Into Long-Term Brand "President Obama"?
A spate of recent articles about the Obama brand have, in my view as an expert on marketing, neglected the brand's strategy and focused its verbal or visual expressions...
Author: Dan Herman - Category: Marketing
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Marketing Today - Electrifying Is The New Satisfying!
This is how we, marketers, usually think: "Find out what they want, give it to them nicely wrapped and with a big shiny smile, and let the surveys show that they are satisfied...
Author: Dan Herman - Category: Marketing
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Test Yourself: Are You An Mba Clone?
In our hyper-competitive markets, MBA clones pose an imminent and tangible threat to the competitiveness of the companies they work for...
Author: Dan Herman - Category: Business
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Dr. Herman's 10 "De-Clone Yourself" Tips For Mba Clones
Are you an MBA Clone Was your business education more like "business programming"...
Author: Dan Herman - Category: Business
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Every Blue Ocean Will Eventually Turn Red; Create An Unfair Advantage Instead
The vast red and blue oceans of the marketing world tsunamied into our awareness and vocabulary a few years ago, when two INSEAD professors, W...
Author: Dan Herman - Category: Business Management
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A Reality Check On Your Marketing Strategy
The 'Marketing Strategy' is the way we have come up with for achieving our marketing goals and it should include two mandatory elements:
- Which target consumers whom we can reach, hold a viable potential to buy whatever we intend to sell...
Author: Dan Herman - Category: Marketing
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Creating Brand Instrumentality Beyond The Product
The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide...
Author: Dan Herman - Category: Marketing
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The Eternal Principles For Creating Luxury Brands
By definition, a luxury brand is an outstanding brand, justifiably priced highly and destined, at least primarily, to a select group of the social-economic elite...
Author: Dan Herman - Category: Marketing
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The New Market Segmentation
If you're trying to segment your market in the traditional way, what you may be looking for would be groups of consumers sorted out in such a way that a certain likeness exists within each group, and a difference exists between them...
Author: Dan Herman - Category: Marketing
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The Best Kept Secret Of Successful Differentiation
A successful differentiation is not imitated by your competitors, even though it brings you unmistakable success with consumers...
Author: Dan Herman - Category: Business Management
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The 5% That Determine Your Company's Success
Strategy - Very Scary Stuff
I have encouraging news for you: many of your competitors are afraid of strategy...
Author: Dan Herman - Category: Business Management
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The Marketing Hits Formula - Creating Meteoric Successes In Marketing
From time to time the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes...
Author: Dan Herman - Category: Business Management
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How Can You Lure Consumers Into Loving Your Brand?
What is Love
Our starting point is to be clear as to what we mean by "love for a brand"...
Author: Dan Herman - Category: Business Management
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The What's Next? Process For Creating A Winning Competitive Strategy
The Old
The old customary procedure of strategy development has a pure and sound logic It has been designed in order to answer the question: What is it that we should do in order to achieve our goals...
Author: Dan Herman - Category: Marketing
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The Strategy Is The Brand
About 95% of what executives in competing companies do is pretty much the same all around This is good management...
Author: Dan Herman - Category: Business Management
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