Insights

How to define product marketing  How do marketers define product marketing? That looks like an easy question about a standard job. Still, many people will offer different answers, and few can provide a succinct definition. For example, many descriptions center on activities before the product launch, but the job of product marketing lasts through the …

The Role of Product Marketing in a Product’s Lifecycle Read More »

Sometimes, authors do a fabulous job of developing characters, and readers feel like they understand a fictional person’s attitudes, motivations, and actions. If they could encounter this person in real life, avid readers believe they know what the character would do or how they’d react in any situation. These lifelike characters engage readers with stories …

The Importance of Developing Accurate Buyer Personas Read More »

Many of today’s hottest brands began by marketing directly to customers instead of seeking retail intermediaries. Fast-growing brands like Misfits Market, Smile Direct Club, and Allbirds have benefited from DTC marketing advantages, including lower overhead, strong customer relationships, and a growing base of consumers who enjoy the convenience of online shopping.  The increasing importance of …

The Top 5 Essential Elements of Successful DTC Marketing Read More »

A distinctive brand asset has two characteristics—it must be ‘unique’ in that it only evokes the one brand, and it must be ‘famous’, meaning that everyone who sees it, thinks only of that brand. Of these two, uniqueness is most important. Ehrenberg-Bass Institute When most people see a pair of golden arches or hear the …

Distinctive Brand Assets: The Value of Sights and Sounds Read More »

Brand storytelling can connect with and entertain viewers and evoke empathy. Most importantly, they encourage people to discuss both the advertisements and the brand the next day at work and sometimes, long after the audience forgets the details of the game.