Soporte

In October of 1980, The Conference Board (the business and economics organization focused on corporate governance, HR, business ethics, global corporate citizenship and corporate performance) held a conference titled “Marketing Under Economic Adversity.” The title is apt for today as we are experiencing enormous economic and fiscal uncertainty. There appears to be declining consumer sentiment. Consumers are changing shopping behaviors, cutting back on more conspicuous consumption products. Prices are on the rise to cover the...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Nothing matters unless it is central to a brand’s value proposition. Lots of things come and go in marketing. Fads and trends, new books and concepts, innovative ads and inventive...

A strategic take on consistency as a trust-building engine—beyond visuals, it’s about meaningful repetition to earn credibility. Consistency: True Guardian of Your Brand In a saturated market where everyone is trying to stand out, consistency is often the invisible force that makes all the difference. More than a visual concern, it’s the guardian of your brand—it shapes perception, builds trust, and amplifies your marketing efforts. Think of your brand as an orchestra, each instrument representing...

Let’s put the rhetoric and posturing aside for a moment. There is a brand issue with Tesla that continues to create a serious problem. Tesla continues to score poorly on J.D Power Initial Quality Surveys (IQS). The J.D. Power Initial Quality Survey assesses problems new owners experience within the first 90 days of owning their new vehicle. The J.D. Power Initial Quality Survey looks at problems per 100 new vehicles. The 2024 industry average is...

There has been a steady erosion of time spent shopping over the course of this century—since roughly the take-off point of digital media, social platforms, and Big Data. This trend is likely to continue, and it is not unexpected. Online shopping, particularly mobile shopping and social commerce, has been touted for efficiency. But speed comes at a price, which is an ongoing decline in the time consumers spend with marketing and retail. The era ahead...