2019 has been the year of the pivot. When customer demand or the market landscape shifts, brands have to be flexible to survive. Here are three brands that pivoted in 2019 and are succeeding. What can you learn and apply to your business?  Pivot #1: Ferrari Earlier this year, Ferrari was named the world’s strongest brand. The Global 500 – the annual report on the world’s strongest brands – announced that the prancing horse company scored 94.8 out of…

November is here and 2020 planning is in full swing. As you develop your marketing plan for 2020, consider the following: Must Do #1: Start with a blank slate. Put this year’s plan and budget away. You’ll eliminate the urge to include a marketing tactic just because you’ve done it before. Immerse yourself in customer insights and results. Surround yourself with wicked smart, creative, customer-obsessed colleagues across the organization. Then, outline a plan for 2020. Accenture is such…

As Brands ramp up their messaging hoping for more interaction with their customers, many consumers are pushing them away. Marketers who deeply understand their customer know that simple is the winning ticket. Avoid making the common marketer’s mistake of including too many messages in one execution. Tell the reader exactly what they need to know. No more. No less.  Message before beauty.  The signs below are not beautiful. The best feature a design aesthetic that matches the brand. All communicate…