Hip Help

brand as business bit:  While perusing the aisles at Target awhile back, I stumbled across these really great packages of healthcare products and fell in love:

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When the Marketing Becomes the Product

What happens when marketing becomes a part of, or eclipses, the product? In a world were products and brands become more and more similar, will products end up as commodities, as invitations in to differentiating services and added value offered through the marketing relationship? And how will this affect marketing?

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Marketing in Times of Singularity

About a month ago I was asked to supply an article for the Ukrainian «Business» magazine. In a short essay I had to reflect on the obscure topics of the Future of Marketing. Would there be brands in 2031? What instruments CMO’s would have at that time? And aren’t we all supposed to be dead in December 2012 how different will the consumer be? This is when I realized that I haven’t written anything like this for a while. The future that I was predicting in Top Ten Trends in Marketing Innovation was about to happen now. However, 2031 was still a longer shot, so I gathered that I can let my imagination fly free.

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What Really Replaces Marketing (Madness)...

If there ever was a reason for me to write about the future of marketing, it was in 2009. The theme though is as alive today as it was then. Some argue little has changed, others state the new era has already arrived. And there is Nilofer Merchant (@Nilofer) who suggests Marketing is Dead and then comes up with 5 ways to replace it. All in itself these five ways are things I can relate to, but they don’t make it as replacements for Marketing, in my humble opinion.

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Through the Looking Glass

by: Marina Natanova

In September 2009 I left Russia for Belgium, to work for Futurelab. By that time I had worked internationally for 5 years, but the prospective of seeing “the West” from inside was thrilling. I had little illusions, though: when you see audit results * of a huge multinational across the globe, you stop feeling so bad about your own country’s opaque methods of dealing with advertising money. However even those little illusions I had, were enough to give me a surprise. 

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Customers, Not Conversations

Kodak is teetering on the brink of bankruptcy, turning to renting out space to tenants on its manufacturing campus, and shopping its 1000+ digital patents (selling intellectual property to stay in business is kind of like giving away your mind in order to stay sane).

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Marketing Part of Sales or the Other Way Around?

The CIM (Chartered Institute of Marketing) has put the cat amongst the pigeons by suggesting that marketing should become part of sales. This has got Marketing Magazine all hot under the collar.

This has nothing to do with older consumers but I do know the guys at CIM and have taught courses for them for longer than I care to remember.

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From Sales Promotions to Sales Promoters

In September I was invited by my friends from Evensys in Romania to talk about the ways FMCG  brands could improve the performance of their sales promotions. When putting together my presentation (see below) I was heavily influenced by two factors. First, I had just published my new book, So You Want To Be Customer Centric? and my mind was still full of all the material I didn't get to use. Secondly, I've never really been a fan of the "buy more, buy cheaper movement", so I didn't really feel like talking about the ways to build a better sales promotion mousetrap.

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Sorry, Marketing’s 4P Framework Is Not Dead...

Why Do B-Schools Still Teach The Famed 4P’s Of Marketing, When Three Are Dead? That was the question raised by Jens Martin Skibsted and Rasmus Bech Hansen and it received some good traction. Skibsted and Hansen argue that the only P of the four alive is Product.

Now, I won’t spend time arguing their arguments. I can see how they (and others alike) came to their conclusion. I’m just not so much of a guy that throws good stuff away. I like to try and see if I can fit what I think and see into the current framework. So here’s my perspective on the 4 P’s:

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A Key Ingredient to Successful Movement Marketing

Did you know that socially engaged consumers spend more on brands than those people who don’t interact? That’s according to a new Bain & Company report, which studied social media and its role in marketing.

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