Marketing Archives

P&G Case Study: Strategic Choice Cascade in Practice

What is this P&G case study about? Why was P&G so successful in implementing the strategic choice cascade model? This P&G case study showcases how the authors of Playing to Win implemented the five steps of the strategic choice cascade to transform the company’s Olay brand into a hugely profitable product. The implementation was successful because the management was the key driving force behind the strategy. Read on to discover how this P&G case study showcases the successful implementation of the strategic choice cascade model.

The Process of Change: Experience, Feel, Change

What is the process of change? What roles do thought and emotion play? It’s widely believed that the process of change involves thoughtful analysis. However, most of the time, the process involves experience and feelings. That’s why using an appeal to emotion can lead to effective change. Keep reading to learn how to leverage the process of change.

The Inverted Pyramid: Craft an Effective Message

What is the inverted pyramid? How can the inverted pyramid approach help you communicate your message more effectively? Journalists use the inverted pyramid to prioritize the most important elements of a story. It keeps them from burying the lead. You can use this model to make sure the essence of your message gets communicated. Keep reading to learn about the inverted pyramid.

Made to Stick: The 6 Traits of Sticky Ideas

What makes an idea sticky? What are some examples of sticky ideas? What is the secret to making a story or a message “stick”? Sticky ideas are concepts, messages, and stories that “stick” in the public’s consciousness: they are understandable, memorable, and have a lasting impact. One of the most notable examples of sticky ideas are urban legends. Urban legends are easy to understand and remember, people buy into them and share them. Keep reading to learn about the six traits of sticky ideas.

Commander’s Intent: The Key to Effective Messaging

What is Commander’s Intent? How can using the commander’s intent principle help you communicate more effectively? The Army adopted the concept of “Commander’s Intent” in the 1980s. It refers to a concise statement that lays out the goal or intended outcome, allowing people to react to changing circumstances as they pursue a clear goal. You can use this concept to pinpoint the essence of a message that you want to communicate effectively to others. Read more to learn about Commander’s Intent and its application.

The P&G/Gillette Acquisition: A Strategic Fit

Why was the P&G/Gillette acquisition so successful? How did P&G add value to Gillette? The P&G/Gillette acquisition was successful because of the synergy between the companies. Gillette had a reputable product with a strong brand that was growing faster than other alternative products in the market, while P&G had the marketing capital and distribution channels to expand Gillette’s market. P&G was able to add value to Gillette because its core capabilities were perfect for pushing the Gillette brand further in the market. Read more about the lessons on synergy from the P&G/Gillette acquisition.

Powerless Communication: How to Win People Over

What are the benefits of powerless communication? How can being less assertive help you win people over? In his book Give and Take, Adam Grant discusses the benefits of powerless communication. Grant explains that while trying to present or sell an idea, showing some hesitancy, vulnerability, and warmth will cause your audience to trust you and be more receptive. Here is why you should drop your aggressive approach to persuasion and adopt some humility.

An Appeal to Emotion Can Make Your Message Stick

How can you effectively communicate your idea by including an appeal to emotion? How can you get people to care about your message? If you want people to hear your message and do something about it, you have to get them to care. An appeal to emotion—making people feel something—is key to making messages stick. Keep reading to learn effective ways to make an appeal to emotion.

The 3 Simple Steps to Building a Strong Brand

What does building a strong brand entail? Why do you need a strong brand to succeed in your target market? Building a strong brand involves grouping together products that share the same inherent capabilities under one brand, and developing competitive advantages that help that brand stand out in the marketplace. You need a strong brand if you want to distinguish yourself from your competitors. Read on to fully discover the process of building a strong brand.

Emotional Marketing: Why It’s So Effective

What is emotional marketing? How does it work? What types of emotions should you target? Emotional marketing involves appealing to the emotions of customers, specifically targeting strong feelings like anger, anxiety, awe, amusement, and excitement. Triggering these strong emotions will make people want to talk about your product and will therefore increase sales. Learn how emotional marketing works below.