Posts Tagged ‘merchandising’

Note to CMO: Marketing Sameness in a Different Way

TweetDear CMO: Seth Godin’s Sunday post discusses (non) branding in an unbranded world, which he illustrates with a vignette from the mattress business. His point is that while many marketers are excited about entering an unbranded marketplace and attempting to create one, usually by outspending the field, they rarely succeed because their product — like […]

Note to CMO: Starbucks is Just Like You

Tweet Dear CMO: Forgive the blurry picture, above. This is about as clear as I usually see when I get my obligatory Tall Latte at my local Starbucks. I came across this the other morning and wanted to drop a note extolling the virtues of whoever put this together. Did you know that Starbucks is […]

Note to CMO: Show is Better than Tell

TweetDear CMO: Isn’t ‘up and to the right’ brand positioning a great place to be? We all love getting higher prices for our stuff, making more gross profit, and basking in the adoration of our captive markets. All this, of course, is predicated on the rather huge assumption that your customer base agrees with your […]

Note to CMO: Snakes On A Plane Branding 2 — The Display!

TweetDear CMO: I recall a thought-provoking paper written by a head of marketing some years ago describing the state of the art in the science of retail. The writer described how in order to drive increased revenue per consumer they were studying consumer foot traffic patterns as they moved through the store. They did this […]