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by Bradley Baker
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New products are the lifeblood of all companies.


Except in very rare cases, new products serve to:

Brand CMO the branding experience for new products the life blood for all companies

  1. improve consumers lives and/or enterprise productivity
  2. create jobs (is someone in our government paying attention!)
  3. create incremental sales and profits and ergo capital for future innovation
  4. invigorate and energize product categories
  5. increases competition
  6. elevate brands in the minds of consumers

The above list is not meant to be comprehensive as I'm sure there are other positive effects resulting from new products. But the above captures the essence of it. And as a marketer, of all the activities that I engage in, new product development is undoubtedly my favorite aspect of the discipline. You are creating the future for your customers and the company. While the marketing professional (CMO) has to be very skilled in all aspects of the marketing mix, the value and comprehension of what new products brings to organizations

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by Bradley Baker
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Rickie Who? - Celebrities in Branding

During the past couple of years, Cobra Golf (division of Titleist) and Puma have used young, stylish, hip golfer Rickie Fowler to propel the brands . Rickie brings a skateboarder mentality and image to a sport that sometimes is stuck in the past. His flat brimmed hats and bright colored clothing set him apart from the rest of the pack of pro golfers. Never mind that he’s only won one tournament. Whenever he’s in the field, the TV cameras manage to capture him because his image is interesting, fun and refreshing. He also has a clean and non-controversial personality. Clearly, Puma shoes and Cobra golf have benefitted from his young, clean and hip image. Plus he’s a good communicator and he knows how to manage the digital media side with his web page, tweets, etc.

Marketers know there’s a benefit for associating the brand with a celebrity who can create a big impact. Look at the denim category with the amount of blogs identifying who is wearing what brand. Brand conscious buyers flock to the internet to see these postings and, in some way, store these little bits of information and use them later as part of the purchase decision process. In fact, the use of celebrities show up in more than 15% of all U.S. advertising according to Millward Brown.

I’ve been involved in businesses using celebrities and in consumer research studies, consumers ratings of celebrity impact on purchase decisions can range from minimal to the absolute reason for buying. Some studies have shown that the use of a highly recognized image can increase sales by as much as 20%.

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by Bradley Baker
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The Coming Jobs War by Jim Clifton

You NEED to read this Book!

I just read a fascinating book that someone recommended to me which, after completing, I can say is must read for everyone who’s concerned about America’s future. I know this is a little off topic but it transcends marketing and crosses into that vaunted place called the future. The name of the book is “The Coming Jobs War” by Jim Clifton. Clifton is the CEO of the Gallup and has the facts to back up his assertions.

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by Bradley Baker
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U. S. Presidential Election 2012: The Ultimate Branding Exercise

Believe or not, the U.S. is about to go into the final 18 weeks of the 2012 Presidential Election. Just a little over 4 months from now. And the way I see it, it’s the ultimate marketing exercise: get your product positioned (the candidate), build awareness and get your product sold (elected)! The marketing mavens for the campaigns are busy monitoring poll numbers, looking at the U.S. map of red and blue states and honing in on key battleground geographies where the election is likely to be won or lost.

Their task is twofold:

1. Make sure they don’t loose favorability in those states where a comfortable lead exits.

2. Establish a solid game plan for winning those states that are ‘up for grabs’. This is where the undecided independents will swing the election one way or the other.

I believe that the positioning for each product (candidate) is pretty clear as they move into the summer. Romney is a free market driven candidate while Obama favors more government involvement in the markets. The positioning work has been going on for some time and there’s probably not much they can do to change the perception, at this point. But in the truncated time left, one caveat is that anything can happen and probably will. Someone once told me, always be prepared for the unpredictable. Look at what happened in 2008.

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brandCMO is a website created by Bradley W. Baker for the sole purpose of demonstrating marketing excellence.  If you wish to converse with Mr. Baker, please contact him through the information listed in Contact Us.

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