IN SHORT: Companies are already starting to inform employees that they will be working from home all year and may not return to the office until 2022. This will negatively affect some industries, but there are also some opportunities for brands who understand the mindset of working from home consumers.

2021 is going to present unique branding challenges

SUMMARY:  Smartphones revolutionized everything from shopping and dating to politics and computing itself. They are some of the most popular products ever put on sale. But after a decade-long boom, devices once seen as miraculous are moving through to the “mature” stage of the product life cycle.

The natural evolution of the smartphone market <i>(marketing 101)</i>

According to Fast Company [inlinetweet prefix=”” tweeter=”” suffix=””]the number one reason for failure a new product has no clear or compelling relevance to people’s lives[/inlinetweet]. Companies often refuse to acknowledge a new product or service idea serves no strongly identified customer need, and they try to retrofit their marketing to compensate.  I would also argue that the number 1 reason is that[inlinetweet prefix=”” tweeter=”” suffix=””] marketers rely too much on market research and that too many people within the organization are afraid to say “this is a dumb idea”.[/inlinetweet]

If you have been reading the articles,or propaganda, on Internet marketing and social media you might think that if you don’t jump into digital marketing that your brand is going to perish.  That is not necessarily the case as any great marketing initiative starts with strategy development that seeks to answer the “why” and the “how” before spending money and doing something just because everyone else is doing it.  Here are some strategic questions that every company needs to answer when developing a great digital marketing strategy.

marketing-guru-resizedAs a consultant I have seen my share of people who are, shall we say, challenged by marketing.  They’re not bad or unintelligent, they are just overwhelmed with the depth and complexity of marketing options.  The best marketers, I have found, are the ones who have an in depth understanding about what they are really selling and are skeptical around the hype machine that tends to say things like you have to be on Pinterest or have a Facebook page.  So what’s the difference between a good and a great marketing person?

maxresdefaultThis is the time of year that a lot of brands, and brand teams, spend countless hours preparing marketing plans that will most likely be outdated by the time they are completed.  While marketing plans are a good way to pinpoint where you are and where you want to go they can’t predict what’s going to happen in the economy at a macro level or with consumers at a micro level.