budgets Archives

Nov17
It's not easy being different (Part 2)
In yesterday's rant (View), I noted the fundamental requirement in this business to ask the toughest, and sometimes "stupidest" questions of entrepreneurs who would be category leaders and captains of new industries. I used the example of a mythical, Web...
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Sep18
Budgeting for your next marketing project? Have a plan.
One of the least frequently asked questions in marketing is, sadly, one of the best ones. And it's another reason why the frequency of pratfalls in marketing is so high: How do you budget for a project? One of the... Continue Reading
May30
Budget? You can't HANDLE a marketing/branding budget until you fill in these blanks!
Gather your troops and complete this exercise: "Marketing is about values. We have to be very clear on what we want our customers to know about us. They want to know who is ______________(fill in your company name) is and... Continue Reading
Apr 4
And you wonder why your budget's shrinking faster than George Costanza?
The bottom line of corporate marketing -- the function most often associated with the care and feeding of brands -- is to have the same gravitas as the product and sales functions. In theory, there should be no problem here... Continue Reading
 


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