Every marketing expert tells you you have to have a strategy. But they don't tell you how to get one. Advertising's in the dark ages. Positioning's in the ice age. And every "expert" derives their strategy using the same tools - promoting commoditization and darts thrown in the direction of "creativity" in hopes of attracting elusive consumer ears and eyeballs. So where did your product's current positioning strategy come from? Your CEO, your CMO, your VP Marketing; or did you merely inherit it when you adopted, or were promoted to your own "position?" Do you have faith in the maxim that you do it because that's the way we've always done it in the past? Are you afraid to do anything different because someone in advertising said that messages have to be consistent? RUBBISH and BUNK. Check out our web site. At least we tell you how to find a cure for commoditization. And don't believe those who tell you that others do the same thing. We've checked out the competition. If they did what we did you'd find our words on their web site. But you won't because they don't. Also check out Ad Age Writer Jonah Bloom on the advertising industry's lack of big ideas. They're simply seeking ways of saying the obvious creatively. That won't engage consumers, move the needle, all that rot you know. Now that's what blogs are for. Opinion!
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?