Marketer…do you know your problem?

The fastest way to solve a marketing problem is to correctly diagnose the source of the problem first. The world of marketing headaches is divided into three areas: product, brand and communications tools. If the physical product is the source of the problem, stop everything else and fix it. The last thing you want to do is more effectively market a disappointment. Sometimes the problem is at the brand level. For example, an old brand that can’t shed its past, and doesn’t make the right connection with the consumer; like now defunct Oldsmobile, which, it turns out, WAS your father’s Oldsmobile. And finally, problems can occur when the communications tools are missing the target, missing the right story, missing the right media channels, or simply spending too little to achieve influence.

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