Category Archives: MARKETING BRIEFS

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  • Why political correctness and affirmative action do not work in marketing

    Why political correctness and affirmative action do not work in marketing We live in a hypercorrect world. Many regulatory bodies safeguarding correctness, fairness and social justice in marketing communications have been getting the wrong end of the stick. Careful segmentation has been in the DNA of marketing, which makes social and societal differences and ability to differentiate offerings for various … Keep reading
  • Marketing: Getting Out of Sight

    Marketing: Getting out of sight Earlier marketing briefs discussed the value of sensory marketing for relevant and sticky communication with customers. Today, our concern will be unconventional marketing vocabulary related to one particular sense: eyesight. Ability to see and foresee, envision, imagine or even dream about future is the key to anticipate important trends and remain attached to customers. Having … Keep reading
  • Deploying hybrid warfare strategies: Demarketing and communications denial

    Deploying hybrid warfare strategies: Demarketing and communications denial It has been proven countless times, that being competitive means doing things better or just different than others. Recent military strategies of hybrid warfare combine various tactics with strong social and conventional media involvement to create different images of who battles whom. Hybrid warfare is full of fake news, refusal or even … Keep reading
  • Value-based marketing: Treating customers well to become better

    Value-based marketing: Treating customers well to become better Value-based marketing or value marketing is usually understood in two different ways: as a way to communicate with customers on and about values and ethics (such an approach seems to be more common for consumer markets), or as marketing approach driven by utility emphasizing unique value propositions for certain offering (such understanding … Keep reading