As marketers we like to believe we are consumer centric in everything we do, but the reality is that we often get lost in processes, tools, and procedures that are more internally focused on who we are as an organization, what we are doing, and what we want to do rather than externally focused on […]
Character is at the core of who we are as individuals and as a society; it’s the foundation of human behavior.
The Solen Chocolate Company has been a client of Garrison Marketing Group since 2009 when we first developed the Biscolata Men campaign which has become quite well-known in Turkey. A little over a year ago I joined the Solen team more directly as Chief Marketing Advisor to the Board. Both the Solen management and I […]
Most businesses are looking at the future based on what has happened in the past Whether it is top-down, bottom-up, or someplace in between, it is typical to start the business planning process by establishing objectives based on the previous year’s results. Most senior managers see these historical performance numbers as a baseline to target […]
We previously addressed the need to do a brand pivot during the lockdown because customer attitudes are altering significantly. A brand pivot doesn’t mean a complete repositioning but, as is the case with a multifaceted brand, you can simply adjust the emphasis on the appropriate brand benefits and the interpretation of the brand experience. Contrary […]
When we first started using the term Exponential Marketing, we mostly focused on the power of understanding the customer better and leveraging those deeper insights into a more relevant brand strategy and more engaging communications. But another reason Exponential Marketing works so well is the power gained by involving everyone in the organization in creating […]
Fundamentally, marketing is about motivating people to take action. People buy for emotional reasons and then look for rational reasons to support that emotional decision. We may try to convince ourselves that we are only interested in rational benefits and a clear cost/benefit relationship, but the reality is that we always find a way to […]
