http://www.isnare.com/?s=author&a=Dan+Herman Marketing Dan Herman Mon, 19 May 2008 00:00:00 +0800 http://www.isnare.com/?aid=254233&ca=Marketing 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? Thought so. Common practice but a big mistake! Chances are that your goals are far less ambitious than they should have been and consequently, so are yo... Marketing Dan Herman Mon, 19 May 2008 00:00:00 +0800 http://www.isnare.com/?aid=254240&ca=Marketing 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. But far more important is the distinction between the short-term brand, "Candidate Obama," and the long-term brand, "President Oba... Marketing Dan Herman Tue, 11 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=232100&ca=Marketing 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." Good old Satisfying Marketing, right? Well, not any more. Consistent data from all over the globe indicates that even the... Business Dan Herman Thu, 06 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=230924&ca=Business In our hyper-competitive markets, MBA clones pose an imminent and tangible threat to the competitiveness of the companies they work for. Many executives today attend the same MBA programs, study the same books, read the same newspapers and magazines, and go to the same conferences and workshops. Sta... Business Dan Herman Thu, 06 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=230926&ca=Business Are you an MBA Clone? Was your business education more like "business programming"? If your answer is yes, you are probably not fully aware of the fact that you have been "produced", together with many other executives, to think and act in a similar predictable manner, as many MBA programs around th... Business Management Dan Herman Mon, 03 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=230135&ca=Business+Management 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.Chan Kim and Rene Mauborgne, claimed that competition can be rendered irrelevant. Their book, Blue Ocean Strategy, heralded the news to marketing managers an... Marketing Dan Herman Sat, 01 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=229451&ca=Marketing 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? - What is the offer (the entire marketing mix) we will be pr... Marketing Dan Herman Sat, 01 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=229452&ca=Marketing 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. A value which becomes the major motivation for consumers to desire the product. Everybody agrees about that, but fr... Marketing Dan Herman Sat, 01 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=229453&ca=Marketing 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. Luxury is not about unattainability though. After all, you cannot profit from consumers that cannot buy your brand. However, luxury is ab... Marketing Dan Herman Sat, 01 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=229454&ca=Marketing 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. The variable determining the meaningful likeness or difference bet...