INSIGHT
THE BOTTOM LINE BLOG
Marketing ROI and Customer Economics
We’re coming up to the end of the year, a time when every business should ask two marketing-related questions: How much did we invest in marketing this year? What was our return on investment? Seems fairly simple. Add up all your marketing costs – from website and...
5 Top Reasons Why Brands Fail
What does it mean for a brand to fail, and how do you know when it happens? It’s not an overnight process, unless a company like Enron or Wells Fargo does something so egregious that they destroy all trust in their brand overnight. Instead, it usually happens...
Why Marketing Fails
“Our Marketing Isn’t Working!” is a phrase (exasperation?) heard way too frequently throughout the halls of corporate America in organizations large and small, for-profit and non-profit, across all industries. Why is this? Are the tools available to marketers...
“Activating Brave” in 2019 (AKA Innovate or Die)
It’s always a challenge to write a year-end blog that has meaning. However, we were inspired by two unrelated sources – the Interbrand Best Global Brands Summit (held on October 9th) and a recent Wall Street Journal article on tuna brands published on December 2nd....
Why Your Competitive Frame of Reference Is Important!
How many times have you taken a step back to think about what industry your company or product/service is playing in? Where do you compete? Being really clear about what we call your “competitive frame of reference” is critical as it defines your current and...
Should Brands Take a Political or Social Stand?
In the evolving world of marketing, it’s not enough to be a 24/7 brand – always on call and ready to respond to competitive threats, customer opportunities and feedback. Today, it’s equally important to be connected to and be on the right side of societal issues...
