The confusion between “doing marketing” and “engaging in commercial communication” often stems from a partial or simplified understanding of marketing, which can have negative consequences on a company’s sales. Marketing encompasses everything a company or organization does to get more people to buy or support its value proposition more frequently, for a higher exchange value […]
With almost 25% participation in life, all life, and consequently in purchases, all purchases in this country (Spain), those over 65 years of age could, legitimately, initiate a massive protest action against advertising, that is, against advertisers, agencies and media, because of the fondness of treating us mostly as if we were mentally retarded. nerd-sentimental […]
Character is at the core of who we are as individuals and as a society; it’s the foundation of human behavior.
Arguing over the price in a buy-sell negotiation is a waste of time, as the focus should be on the perceived value of both parties. The key to a successful transaction is understanding and agreeing on the value each party gets from the trade. Value is not measured only in monetary terms. Customers buy products […]
Every business is born from a product and/or service idea that may have value for someone. That is, for potential users/buyers of that idea. The economic compensation resulting from the purchase of that value will define the result of the business; the size of which will be defined by the number of buyers willing to […]
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 […]
When Darwin talked about “natural selection”, giving rise to Herbert Spencer’s coinage of the term “survival of the fittest”, he wasn’t saying that it’s the strongest who thrive over time, but those who are most adaptable. A crisis, or a major event that changes the natural order of things, is the test that determines adaptability. […]
Series: The Big No-Nos. Inefficiencies in life and business multiply when they are part of a process with two or more parties involved. When your client reflects their need in a briefing, make sure to review it together and in enough detail to find a perfect and clear alignment between what they ask for and […]
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 […]
