Strategy, Marketing & Big Ideas
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Dear CMO: Disruption has a way of throwing out old rules of convention. What is normal in times of good fortune doesn’t always apply when things are going down the drain. For those of us who have been around the block for more than one (or two) of these downturns, we can think back and [...]
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Dear CMO: “For every pundit who proclaims that smart brands don’t cut marketing in bad economic times there are a thousand business owners who know differently.” But when should you listen to these pundits and actually increase your marketing spend in bad economic times? Here are three cases to consider: When our marketing puts us [...]
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Dear CMO: For every pundit who proclaims that smart brands don’t cut marketing in bad economic times there are a thousand business owners who know differently. Everything tightens up when demand is down and marketing is no exception. Why do we assume we shouldn’t cut marketing when everyone – including us! – is reducing what [...]
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Dear CMO: Why do people say “discount” like it’s a bad word? This is nonsense. If you’re in a price elastic market and occasionally sell your wares to non-millionaire playboys, pricing is often the difference between window shopping and revenue. We don’t always have to confuse “marketing” with “premium positioning,” although this happens more often [...]
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Dear CMO: A lot has been written recently in many corners about “how to market in a recession,” mostly by marketers practicing a bit of psychological projection and hoping beyond hope that they have some money — any money — to spend after the CFO leaves the CEO’s office. And good luck to them, too. [...]
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